Actress Sydney Sweeney rang the opening bell at the New York Stock Exchange on Monday, appearing alongside Jay Schottenstein, the chairman and CEO of American Eagle Outfitters, as renewed attention continues to surround a controversial denim advertising campaign, as reported by The New York Post.

Sweeney was joined on the NYSE trading floor by Schottenstein and other American Eagle executives.

The group participated in the ceremonial bell ringing and signed the exchange’s guest book as photographers and traders looked on.

The appearance comes amid ongoing online discussion over Sweeney’s partnership with American Eagle, which began in 2025 and gained widespread attention last summer following the release of a national ad campaign.

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During the bell-ringing event, Sweeney wore jeans paired with a light blue denim jacket, a look that appeared to reference the campaign’s slogan, “Sydney Sweeney Has Great Jeans.”

The campaign sparked a sharp reaction on social media, with critics arguing that the wordplay blurred lines between denim marketing and references to genetic traits.

The ad itself featured Sweeney delivering a short monologue addressing the distinction.

“Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color,” Sweeney said in the video. “My jeans are blue.”

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As criticism circulated online, Donald Trump publicly weighed in on the controversy, posting a message on Truth Social defending the actress and the campaign.

“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 wrote.

American Eagle also addressed the backlash directly through its official social media accounts, pushing back against claims that the campaign carried any hidden meaning.

“The ad is and always was about the jeans,” the company wrote.

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The retailer added, “Her jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way.”

The company concluded its statement with a short line reinforcing its message: “Great jeans look good on everyone.”

Sweeney, who stars in the HBO series Euphoria, has not publicly expanded beyond the statements made in the campaign video and her NYSE appearance.

American Eagle has likewise not indicated any changes to its advertising strategy following the reaction.

The bell-ringing ceremony marked one of the most high-profile moments in the partnership between the actress and the clothing brand, drawing renewed attention to a campaign that continues to generate strong reactions across political and cultural lines.

Despite criticism, both Sweeney’s NYSE appearance and American Eagle’s public statements suggest the company is standing firmly behind the campaign as it moves forward.

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