American Eagle shares soar after Sydney Sweeney ads

Why Donald Trump is talking about actress Sydney Sweeney

Breaking down the Sydney Sweeney jeans ad controversy

The firm's stocks surged 25% in late trading on Wednesday as American Eagle boss Jay Schottenstein said its second-quarter performance "exceeded expectations", expecting further success from sales boosted

American Eagle made headlines with its divisive "Great Jeans" ad for its denim line featuring Sweeney, sparking a debate over race and beauty standards.

The firm also ran a clothing series with athlete Kelce, days after news broke of his engagement to popstar Taylor Swift.

Sales slipped 1% over May-July period, after sliding 5% in the previous quarter, the company said on Wednesday.

But executives, who had pulled the firm's annual sales forecast in May citing economic uncertainty, said they now expected sales growth in coming months in the "low single digits", as purchases of everything from denim to underwear increase.

The fall season is off to a positive start, said Mr Schottenstein.

"Fuelled

The Emmy-nominated actress, of Euphoria fame, appears in a jeans advertisement where she says: "Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour. My jeans are blue."

The viral advertisement, which was seen online, on storefronts and posters and across social media, drew intrigue and offence.

Some critics interpreted the ads as a play on eugenics, the discredited belief that humanity could be improved through selective breeding.

American Eagle has stuck

The campaign had been intended to be a "reset" for the company, a long-time staple of teen fashion that entered the year in a sales slump, chief marketing officer Craig Brommers told financial analysts on Wednesday.

The ad drew some 40 billion impressions and helped Sweeney's signature jeans selling out within a week of the campaign's launch.

The controversy even made it to the White House, with President Donald Trump chiming in to support the actress.

"Sydney Sweeney, a registered Republican, has the HOTTEST ad out there," he wrote in a Truth Social post in August. "Go get 'em Sydney!"

An American Eagle executive said during the company's second-quarter earnings call that there is more in store with Sweeney and Kelce, responding to whether the firm can keep up its momentum.

The company also warned analysts that it expected tariffs to add roughly $70m in costs over the second half of its financial year. It said those costs had been more than halved from what the company had initially estimated, thanks to negotiations with suppliers to cut costs and shifts in

It is also raising some prices, but executives said that was not the primary way it had reduced the impacts of tariffs.