Sydney Sweeney Rings NYSE Opening Bell as American Eagle Campaign Reignites Debate

Sydney Sweeney stepped onto the trading floor of the New York Stock Exchange on Monday morning, ringing the opening bell alongside American Eagle Outfitters Chairman and CEO Jay Schottenstein and senior executives from the retailer. The moment marked a high-profile Wall Street appearance for the actress — and a renewed spotlight on the brand campaign that has kept her at the center of public debate.

Dressed in blue jeans and a light blue denim jacket, Sweeney appeared to nod playfully to the now-famous slogan from last summer’s campaign: “Sydney Sweeney Has Great Jeans.” A large banner featuring the actress hung prominently outside the NYSE entrance as she signed the official trading floor book and posed for photographs with company leadership.

The campaign, launched in 2025, quickly became one of American Eagle’s most talked-about marketing efforts in recent years. A short video ad featuring the Euphoria star delivered a cheeky wordplay that blurred the line between “jeans” and “genes,” igniting widespread discussion online.

In the ad, Sweeney says:
“Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue.”

While many praised the campaign’s humor and memorability, critics argued that the wordplay risked touching on themes related to genetic traits in ways they found uncomfortable. The debate fueled social media conversations and opinion pieces, turning the advertisement into a cultural flashpoint far beyond fashion marketing.

American Eagle stood firmly behind the campaign amid the backlash. In a statement shared on social media, the company clarified its intent:
“The ad is and always was about the jeans. Her jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.”

The campaign also drew political commentary. President Donald Trump publicly defended Sweeney in a Truth Social post, writing in part, “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!’”

Despite the controversy — or perhaps in part because of it — the campaign succeeded in driving attention and visibility for the brand. Sweeney’s appearance at the NYSE underscores the company’s confidence in both its messaging and its partnership with the actress.

Standing beside Schottenstein and American Eagle executives as the opening bell rang, Sweeney symbolized more than a celebrity endorsement. She represented a brand strategy willing to embrace bold, conversation-starting marketing in a highly polarized digital era.

Whether viewed as clever fashion advertising or a lightning rod for cultural debate, one thing is clear: Sydney Sweeney’s “Great Jeans” moment has extended far beyond denim — all the way to Wall Street.