Rosie O’Donnell — the Emmy-winning comedian, actress, producer, and outspoken television personality — has made headlines after announcing that she will never wear American Eagle jeans and would turn down any sponsorship offer from the brand if it ever came her way. Her reason? She says the company’s latest ad campaign featuring actress Sydney Sweeney is “disgusting” and “divisive.”

This is not the first time O’Donnell has spoken out against advertising campaigns she feels cross a line, but this latest statement, directly targeting a major fashion retailer and one of Hollywood’s hottest rising stars, has quickly become a trending topic across social media.

The Campaign at the Center of the Storm

American Eagle, a long-standing American denim and casualwear brand, recently launched a high-profile advertising campaign starring Sydney Sweeney — the breakout star of Euphoria and Anyone But You. The campaign was clearly designed to fuse Sweeney’s youthful, sensual image with the brand’s laid-back, free-spirited style.

However, the reception hasn’t been universally positive. While some praised the visuals as bold and modern, others criticized the campaign for going “too far” in its sexualized presentation, arguing that it lacked subtlety and played into divisive cultural aesthetics. Critics on online forums have accused the brand of “deliberately courting controversy to generate attention,” rather than focusing on product quality and brand authenticity.

Rosie O’Donnell’s Unfiltered Stand

Known for her forthright opinions on social and cultural issues, Rosie O’Donnell has long been a voice in discussions about women’s rights, media representation, and the balance between artistry and respectability in entertainment.

In a social media post that quickly went viral, O’Donnell didn’t hold back:

“I will never wear American Eagle jeans. If they offered me a sponsorship, I’d turn it down immediately. Their campaign with Sydney Sweeney is a disappointment — both disgusting and divisive. This is not the kind of image I want to support.”

Within hours, her remarks racked up thousands of likes, shares, and comments, sparking a wider conversation about the cultural direction of fashion advertising.

A Divided Public Reaction

O’Donnell’s statement has split public opinion, with online communities and entertainment outlets debating whether she is raising an important cultural point or overreacting to a marketing decision.

• Supporters say O’Donnell is speaking truth to power, calling out a growing trend of overly sexualized and provocative campaigns that alienate certain consumer groups. They argue that American Eagle built its brand on approachable, all-American style, and that the Sweeney campaign strays too far from those roots.

• Critics counter that O’Donnell’s comments are unnecessarily harsh, dismissing the campaign as simply a modern, youth-oriented branding effort. Some say the fashion industry has always used sensuality as a marketing tool and that younger audiences expect and embrace it.

This split highlights a generational and cultural divide in how advertising is received, especially when it involves celebrity endorsements.

Silence from American Eagle and Sydney Sweeney

As of now, neither American Eagle nor Sydney Sweeney has issued a public response to O’Donnell’s remarks. This silence has only fueled speculation in entertainment and business circles. Will the brand stand by its creative vision, or will it acknowledge the criticism in some way?

Historically, American Eagle has positioned itself as a brand aligned with youthful freedom and inclusivity. Whether it will see O’Donnell’s comments as a minor public relations bump or as a warning sign of broader backlash remains to be seen.

The Influence of Celebrity Commentary

In the social media era, the words of high-profile personalities can have an immediate and measurable impact on public perception. One outspoken celebrity can inject a marketing campaign into a nationwide conversation — for better or worse.

For American Eagle, O’Donnell’s rejection might not hurt sales among its primary Gen Z and young millennial target customers, but it risks creating a polarizing brand image. Polarization can energize certain markets but also alienate a wider audience. The stakes are higher than they appear: fashion brands now live in an environment where authenticity, inclusivity, and cultural awareness are scrutinized alongside style and design.

A Larger Cultural Question

O’Donnell’s comments have sparked a broader debate about where to draw the line between creative freedom and cultural responsibility in fashion marketing. Should brands push boundaries to stay relevant and capture attention, or should they maintain a more neutral, family-friendly image to appeal to the widest audience possible?

This conversation echoes previous controversies in the industry — from Calvin Klein’s provocative ads in the ’90s to more recent debates over luxury brand campaigns criticized for being tone-deaf or exploitative. American Eagle’s Sweeney campaign now joins this ongoing tug-of-war between bold marketing and brand values.

Conclusion: A Controversy with No Easy Resolution

Rosie O’Donnell’s refusal to wear American Eagle jeans or accept sponsorship from the company has become more than just a celebrity soundbite. It’s a flashpoint in an evolving discussion about taste, branding, and the power of celebrity opinion in shaping corporate reputations.

Whether or not one agrees with her, the incident underscores a truth of modern marketing: campaigns are no longer judged only by their ability to sell a product. They are judged in the court of public opinion — instantly, globally, and often divisively.

For American Eagle and Sydney Sweeney, the path forward may depend not just on sales figures, but on how they navigate the cultural currents that now swirl around their campaign. For O’Donnell, the message is already clear: some images are simply not worth endorsing.