Sydney Sweeney’s controversial American Eagle advertisement may have ignited fierce debate over allegations of racist undertones, but her brother has transformed the drama into light-hearted mockery whilst President Donald Trump has thrown his support behind the actress after learning of her Republican voter registration.
Trent Sweeney, a staff sergeant in the U.S. Air Force, responded to the viral outrage surrounding his sister’s denim campaign by posting a tongue-in-cheek Instagram update celebrating his recent military promotion. The serviceman shared a photograph of his official promotion certificate with the caption “It’s them good jeans,” directly referencing the controversial tagline from Sydney’s American Eagle campaign.
The military officer followed up with another post showing himself in uniform receiving the certificate, writing: “I’m excited for this next step in my career and thank everyone that’s been a part of it so far.” Sydney Sweeney showed her support by liking her brother’s posts, demonstrating family solidarity amid the controversy.
The “Euphoria” star’s partnership with American Eagle, announced on 23 July 2025, centres around the tagline “Sydney Sweeney has great jeans,” playing on the homophone between “jeans” and “genes.” In one controversial video, which garnered over 1.1 million views before being removed from American Eagle’s Instagram, Sweeney states: “Genes are passed down from parents to offspring, often determining traits like hair colour, personality, and even eye colour. My jeans are blue.”
Critics accused the campaign of promoting eugenics and white supremacist ideology, particularly given Sweeney’s blonde hair and blue eyes. Sayantani DasGupta, a professor of Narrative Medicine, analysed the advertisements in a viral TikTok post, claiming the campaign was “imbued with eugenic messaging” and “contributing to and reinforcing this kind of anti-immigrant, anti-people of colour, pro-eugenic, political moment.”
American Eagle issued a statement defending the campaign, emphasising it was “never about anything other than denim.” The company declared: “This campaign is and always was about the jeans. Her jeans. Her narrative. We will continue to honour the unique ways everyone wears their AE jeans with confidence. Great jeans flatter everyone.”
President Donald Trump enthusiastically endorsed the advertisement after reporters informed him that Sweeney is a registered Republican voter in Florida. During an impromptu press gaggle before boarding Air Force One in Allentown, Pennsylvania, Trump responded: “She’s a registered Republican? Oh, now I love her ad. You’d be surprised at how many people are Republicans. That’s one I wouldn’t have known, but I’m glad you told me that.”
The President later posted on Truth Social: “Sydney Sweeney, a registered Republican, has the ‘HOTTEST’ ad out there. It’s for American Eagle, and the jeans are ‘flying off the shelves.’ Go get ’em Sydney!” Trump contrasted the campaign’s success with what he called “TOTAL DISASTER” advertisements from Jaguar and Bud Light, claiming “Being WOKE is for losers, being Republican is what you want to be.”
American Eagle’s stock price surged more than 23 per cent on Monday following Trump’s endorsement, representing approximately £250 million ($310 million) boost to its market valuation. The company’s shares had initially risen 15 per cent when the campaign launched but had declined amid the controversy until Trump’s intervention.
Michael Rapaport, the actor and comedian, defended Sweeney in a fiery Instagram video, despite stating he had never met her or watched “Euphoria.” Rapaport condemned the attacks as “bullying and harassment,” declaring: “This is a young 27-year-old girl that’s being bullied and harassed. You don’t think her team of powerful agents and lawyers dotted every I and ran everything up the flagpole to do that American Eagle jeans campaign, and all of a sudden she’s a Nazi? And it’s white supremacy? Leave her the f-ck alone.”
The controversy reached a crescendo on Sunday night when Sweeney faced real-world confrontation at the Hollywood premiere of her new film “Americana.” As the actress arrived at Desert 5 Spot wearing a pale yellow gown, a heckler shouted: “Stop the ad, that is being racist!” Video footage showed Sweeney maintaining her composure, ignoring the comment as security escorted her into the venue.
White House communications director Steven Cheung weighed in on the backlash, calling it “cancel culture run amok” and suggesting it exemplified why Trump won the election. “This warped, moronic and dense liberal thinking is a big reason why Americans voted the way they did in 2024. They’re tired of this bullsh-t,” Cheung stated.
Vice President JD Vance also mocked critics during a recent interview, stating: “You have, like, a normal all-American beautiful girl doing like a normal jeans ad, right? And they have managed to so unhinge themselves over this thing. Did you learn nothing from the November 2024 election? The lesson they have apparently taken is we’re going to attack people as Nazis for thinking Sydney Sweeney is beautiful.”
According to public voting records obtained by multiple news outlets, a person named “Sydney B. Sweeney” with the same birthdate as the actress registered as a Republican in Monroe County, Florida, in June 2024. Sweeney’s middle name is Bernice, though the actress has not publicly confirmed or denied the registration.
The campaign has divided opinion across social media platforms, with some praising it as a rejection of “woke” advertising whilst others maintain it contains problematic messaging. NPR reported that the advertisement’s script echoes an infamous 1980 Calvin Klein campaign featuring then-15-year-old Brooke Shields, adding another layer to the controversy.
Marketing experts suggest the campaign represents a deliberate shift in advertising strategy. Sam Gauchier, vice president at Michele Marie PR, called it “a masterclass in attention economy,” adding: “I feel like American Eagle is riding the wave of controversy on purpose, just knowing that the outrage has become a form of its own currency.
The controversy extends beyond social media discourse. Tom Darling, director at the Renters’ Reform Coalition, called for government action, though his organisation focuses on housing rather than advertising standards. Generation Rent and ACORN, housing advocacy groups, also condemned the campaign, though their involvement puzzled some observers given their typical focus on rental market issues.
Despite the backlash, American Eagle’s chief marketing officer Craig Brommers had described securing Sweeney as “potentially one of the biggest gets in American Eagle history” before the campaign launch. The company reported that Google search interest for American Eagle reached its highest level in more than 20 years following the controversy.
Sweeney has maintained silence throughout the controversy, offering no public comment on either the campaign backlash or reports of her Republican voter registration. PR experts remain divided on her strategy, with some suggesting her silence indicates calculated polarisation whilst others warn it could damage her “wholesome brand.”
The campaign includes a charitable component, with “The Sydney Jean” featuring a butterfly motif representing domestic violence awareness. All revenue from sales of this specific item will be donated to the Crisis Text Line, a nonprofit offering free mental health support, though this aspect has been overshadowed by the controversy.
As the debate continues, American Eagle faces a crucial test of whether controversy translates to sustained sales growth. The company’s second-quarter earnings report, expected in coming weeks, will reveal whether the attention has converted to revenue or alienated core customers.
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