President Donald Trump has thrust himself into the center of a brewing culture war over actress Sydney Sweeney's recent American Eagle jeans advertisement, calling it the "HOTTEST ad out there" and praising its star for not being "WOKE." The comments, made over the weekend, have amplified online debates about race, beauty standards, and politics, while sending the retailer's stock soaring.The ad, released on July 23, features the 27-year-old Sweeney, known for roles in HBO's Euphoria and films like Immaculate, delivering a playful monologue: "Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour. My jeans are blue."Accompanied by the tagline "Sydney Sweeney has great jeans," the campaign quickly drew criticism on social media. Detractors accused it of subtly promoting eugenics rhetoric, pointing to Sweeney's blond hair and blue eyes as evoking outdated ideals of racial purity and white supremacy undertones. Others labeled it sexist and tone-deaf, arguing it objectified women and ignored diversity in beauty standards. American Eagle defended the spot, insisting it was "solely about their denim jeans" and aimed at "celebrating how everyone wears them confidently." The controversy escalated when reports surfaced that Sweeney, a Florida resident, is registered as a Republican — a detail confirmed by state voter records from 2024. This revelation caught Trump's attention during a conversation with reporters on Sunday, where he expressed surprise and enthusiasm: "If she’s Republican, I think her ad is fantastic." He later posted on Truth Social, declaring the ad "fantastic" and contrasting it with what he called "woke" campaigns from brands like Jaguar and Bud Light, which he claimed led to business setbacks. Trump also took a swipe at pop star Taylor Swift, stating she is "no longer hot" due to her liberal political stance. Trump's endorsement aligns with his broader anti-"woke" agenda, which includes efforts to dismantle diversity, equity, and inclusion programs in government and cultural institutions. Conservative outlets, including Fox News, have seized on the discourse, framing left-wing critics as "cancel-hungry" and out-of-touch. One Columbia University professor analyzed the ad's language for eugenic implications, fueling right-wing backlash. Meanwhile, some centrists have blamed Democrats for alienating voters, though the party has not officially commented. Sweeney has remained silent on the backlash and her political affiliation. In 2023, she addressed similar assumptions after photos from her mother's birthday party showed guests in "Make America Great Again" hats, urging people to "stop making political assumptions." Ironically, her film roles often champion progressive themes like feminism and anti-institutionalism, creating a paradox for her newfound status as a GOP icon. The president's involvement has proven lucrative for American Eagle. Shares surged more than 20% on Monday, closing at $13.28 and hitting a two-month high, as traders credited Trump's praise for the boost.Marketing experts estimate the buzz generated is worth 10 to 20 times the ad's production cost.
