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The American Eagle-Sydney Sweeney “nice denims” controversy has given technique to Wall Avenue euphoria — due to President Donald Trump.
The clothes model’s inventory skyrocketed Monday after Trump praised the corporate’s denim advert that includes the “White Lotus” and “Anybody However You” star.
The corporate has come below fireplace from some social media customers for its “Sydney Sweeney Has Nice Denims” marketing campaign. Critics on X and TikTok have described the advert as selling “eugenics” for its wordplay on genetics.
Voices on the suitable celebrated the advert as a win in opposition to “woke” illustration in media. Trump added to that refrain Monday in a Fact Social put up Monday, calling it “the “HOTTEST” advert on the market.” Shares of American Eagle then surged; they had been up greater than 20% as of about 1 p.m. ET.
The advert marketing campaign makes use of a play on phrases to explain Sweeney’s “nice genes.” “Genes are handed down from mother and father to offspring, usually figuring out traits like hair colour, persona and even eye colour,” Sweeney says within the advert. “My denims are blue.”
In his Fact Social put up, Trump criticized “woke” promoting from corporations resembling Jaguar and Budweiser however mentioned Sweeney’s advert has led to denims “flying off the cabinets.” He additionally beforehand described Sweeney advert as “improbable” after being advised the actress was a registered Republican.
NBC Information has reached out to Sweeney’s representatives for remark.
American Eagle didn’t instantly reply to a request for touch upon its inventory’s efficiency. Final week it mentioned the advert “is and at all times was concerning the denims.”
The retailer has underperformed to date in 2025. Even with Monday’s beneficial properties, the inventory was down greater than 20% to date this 12 months. The corporate’s first-quarter outcomes missed expectations. It misplaced $85 million through the three-month interval that led to Might, with gross sales falling 3%.
And whereas Trump’s phrases are boosting the corporate’s inventory, his commerce insurance policies have threatened its revenue margins. Chief Monetary Officer Michael Mathias advised buyers throughout a Might earnings name that tariffs would value the corporate $40 million as the corporate tries to mitigate their impacts.
The corporate additionally pulled its full-year monetary steering in Might, citing financial uncertainty. On the time, retailer mentioned it anticipated gross sales to fall once more through the present quarter.
Angela Yang and Rebecca Cohen contributed.
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