On August 13, 2025, Rosie O’Donnell sparked headlines by publicly declaring she will not wear American Eagle jeans and would refuse any sponsorship from the brand due to its controversial campaign featuring Euphoria star Sydney Sweeney. The 63-year-old comedian and former The View host called the campaign “disgusting and divisive” in a fiery Instagram Live session, igniting a heated debate on X and drawing attention to her ongoing critiques of corporate media. O’Donnell’s bold stance, reported by The Sun, has amplified tensions in the fashion and entertainment worlds.

The American Eagle campaign, launched in July 2025, showcased Sweeney, 27, in a series of denim ads that some critics, including O’Donnell, deemed overly sexualized and exclusionary. O’Donnell slammed the brand for “promoting unrealistic beauty standards” and ignoring diverse body types, stating, “I won’t support a company that divides women instead of uplifting them.” Her comments echo her recent clashes with mainstream media, including a viral The View confrontation where she accused ABC of scripted narratives, per Variety. X users are split, with posts like, “Rosie’s speaking truth about AE!” and others defending Sweeney, saying, “It’s just fashion, chill.”

American Eagle has not commented on O’Donnell’s remarks, but the campaign, which boosted sales by 15%, per WWD, has drawn mixed reactions. Sweeney, who also faced scrutiny over Premier League stars flooding her DMs post-breakup, has remained silent, per People. O’Donnell’s refusal of a potential sponsorship—though none was officially offered—underscores her history of rejecting corporate deals that conflict with her values, as seen in her 2017 boycott of Uber, noted by HuffPost. “I’d rather walk than wear their jeans,” she quipped.

The backlash has fueled discussions about inclusivity in fashion. O’Donnell, a vocal advocate for body positivity, referenced her own struggles with weight and public perception, saying, “This campaign alienates real women.” Supporters on X, like @BodyPosiFan, praised her, tweeting, “Rosie’s calling out AE’s nonsense!” Critics, however, argue she’s targeting Sweeney unfairly, with @FashionLover22 posting, “Why attack Sydney? It’s just a job.” The controversy has spiked American Eagle’s online engagement, with #RosieVsAE trending.

As O’Donnell continues her outspoken crusade, her stance reinforces her reputation as a polarizing figure unafraid to challenge industry norms. Whether her boycott sways public opinion or boosts American Eagle’s visibility, the clash highlights the ongoing battle over representation in media and fashion.