Comedian, actress, and outspoken media personality Rosie O’Donnell has never been one to bite her tongue, and her latest comments prove she has no intention of softening her stance when it comes to issues she finds objectionable. In a statement that spread quickly across entertainment media and social platforms, O’Donnell declared that she would never wear American Eagle jeans, nor accept any sponsorship deal or promotional collaboration with the brand, regardless of the offer.
Her reasoning? Strong disapproval of the company’s new advertising campaign featuring actress Sydney Sweeney.
“It’s disgusting and divisive,” O’Donnell reportedly said in remarks shared earlier this week. “Not something I can stand behind — not even close.” The blunt criticism sparked immediate debate online, with fans, detractors, and cultural commentators weighing in on both her decision and the larger conversation about how brands use celebrity power to sell lifestyle ideals.
While some dismissed her statement as an overreaction, others saw it as another example of Rosie doing what she has always done—using her voice to call out what she views as troubling trends in pop culture.
Sydney Sweeney’s partnership with American Eagle had been positioned by the brand as a celebration of “authenticity and bold confidence.” The actress, best known for her breakout performances in HBO’s Euphoria and the award-winning series The White Lotus, is one of Hollywood’s fastest-rising stars. American Eagle leaned into her cultural momentum, showcasing her as a face of youthful self-expression and individuality.
But for O’Donnell, the campaign missed the mark. Though she has not specified exactly which elements she found objectionable, her description of it as “divisive” suggests she believes it carries cultural or political undertones that alienate certain consumers. To some, the campaign represents nothing more than a routine fashion partnership. To others—including O’Donnell—it appears to be part of a wider trend in which brands adopt messaging that inevitably sparks backlash from audiences with differing worldviews.
The response online has been sharp and divided. Fans of Rosie praised her willingness to take a stand, regardless of the potential backlash. “Rosie has always stood for what she believes in, even if it’s not popular,” one supporter wrote on X (formerly Twitter). “That’s what makes her authentic.” Another fan noted that O’Donnell has never courted approval, saying, “Agree or disagree, she’s never been afraid to be the loud voice in the room.”
Critics, however, accused her of blowing the issue out of proportion. Some suggested that she was misinterpreting the intent of the campaign or simply seizing an opportunity to stir controversy. “It’s a fashion ad,” one commenter argued. “Not everything has to be turned into a political debate.” Others went further, accusing O’Donnell of inserting herself into a narrative for publicity.
American Eagle, for its part, has remained silent on O’Donnell’s comments. The company has continued to push the Sweeney campaign across digital platforms and in-store displays, apparently uninterested in engaging with the controversy. The lack of response is perhaps unsurprising; for a brand targeting young consumers, associating with Sweeney’s star power is more valuable than defending itself against criticism from an older celebrity with a very different audience.
For Rosie O’Donnell, though, this incident fits neatly into a long history of speaking her mind. Since her rise to fame in the 1990s, she has earned a reputation as one of Hollywood’s most outspoken figures, particularly on issues of politics, media representation, and social justice. From her fiery tenure on The View to her frequent use of social media as a platform for unfiltered commentary, O’Donnell has made a career out of saying what others might avoid.
She has also frequently sparred with fellow celebrities, politicians, and corporations alike. To her admirers, this candor is part of her charm, proof that she refuses to play the game of polite silence in an industry often defined by carefully managed PR statements. To her detractors, it can come across as antagonistic or unnecessarily combative. Either way, her latest remarks about American Eagle are entirely in character.
What’s striking about this particular moment, however, is how it highlights the increasingly fraught intersection of celebrity endorsements, brand messaging, and consumer politics. In the past, fashion ads were largely apolitical, focusing on aesthetics and lifestyle. Today, every campaign exists within a broader cultural conversation, where even subtle undertones can spark debate.
Sydney Sweeney’s own rise speaks to this tension. As a young actress navigating fame in the social media era, she has become a lightning rod for both admiration and criticism. Her talent is undeniable, but so is the scrutiny she faces—whether about her roles, her interviews, or even her family background. That American Eagle chose her as the face of their campaign underscores the brand’s desire to connect with Gen Z consumers who see Sweeney as a symbol of ambition, authenticity, and modern beauty. But that same choice also invites detractors to project cultural anxieties onto the campaign.
Rosie O’Donnell’s rejection of the brand is therefore about more than jeans. It is about a broader discomfort with how consumer culture often blends entertainment, politics, and identity into a single package. For someone like Rosie—who has built her public image on the idea of speaking truth to power—it makes sense that she would balk at supporting a campaign she feels sends the wrong message, no matter how lucrative the offer might be.
Whether her stance will have any tangible effect on American Eagle’s campaign is uncertain. The company’s core demographic may not overlap much with O’Donnell’s fan base, limiting her influence on sales. But culturally, her comments add fuel to an ongoing debate: should celebrities use their platforms to call out brands, or should they separate personal politics from consumer products? And, perhaps more importantly, are brands themselves increasingly responsible for navigating the political implications of their marketing?
At the very least, O’Donnell’s remarks have drawn attention to the campaign, ensuring that more people are talking about American Eagle than before. For some, that conversation will reinforce their admiration for Sydney Sweeney and her ability to dominate both Hollywood and advertising simultaneously. For others, it will reinforce skepticism about the way fashion and media intersect with cultural divides.
As for Rosie, this moment is unlikely to be the last time she makes headlines for her candor. For decades, she has been a polarizing figure—beloved by those who see her as fearless, criticized by those who see her as unnecessarily provocative. In the world of celebrity culture, where silence is often the safer path, she remains a voice that refuses to fade quietly into the background.
Whether you agree with her or not, Rosie O’Donnell’s decision to call out American Eagle underscores a simple truth: in today’s media landscape, even a pair of jeans can become a flashpoint in larger cultural debates.
