Hollywood loves a feud — but rarely do we see one explode over a pair of jeans. Yet this week, Rosie O’Donnell, the outspoken comedian, actress, and former daytime TV queen, lit a firestorm across social media after she declared she will never wear American Eagle jeans… and, if offered, would refuse a sponsorship from the brand outright.

The reason?
A campaign featuring Sydney Sweeney — one of Hollywood’s current “It Girls” — that Rosie slammed as “disgusting and divisive.”

Her comments have already sent the internet into a frenzy, igniting debates about celebrity endorsements, brand image, and whether American Eagle just stumbled into one of the strangest PR crises of the year.

It Started With a Scroll… and an Eye Roll

According to sources close to Rosie, the drama began innocently enough. The comedian was reportedly scrolling through her phone late one evening when she came across American Eagle’s glossy new ad campaign. The face of the campaign? Euphoria star Sydney Sweeney, clad in a series of low-rise denim looks and sun-drenched Americana aesthetics.

Instead of being impressed, Rosie was reportedly “visibly disgusted.”

“She literally tossed her phone onto the couch and said, ‘What the hell is this garbage?’” claimed one insider. “At first, we thought she was mad at a political headline. But no — it was jeans.”

Rosie’s Blistering Statement

Within hours, Rosie took to her social media platforms to let her 1.5 million combined followers know exactly how she felt.

“I’ve never been an American Eagle fan,” she wrote. “And after seeing their latest campaign with Sydney Sweeney, I’m convinced I never will be. It’s disgusting. It’s divisive. And if they ever offered me money to wear their jeans, I’d refuse it on the spot.”

She didn’t elaborate on precisely why the campaign offended her, but the tone was unmistakable: Rosie wasn’t just opting out — she was making a point.

The post racked up tens of thousands of likes and thousands of comments within hours, with fans split between applauding her boldness and questioning her motives.

Why Sydney Sweeney?

Sydney Sweeney’s rise to fame has been meteoric — from HBO dramas to blockbuster films, her blend of vintage glamour and modern allure has made her a brand darling. American Eagle, long a staple in the teen and college market, clearly saw her as a way to inject sex appeal and relevance into their image.

But Rosie’s choice of words — “divisive” — suggests she sees something deeper than just denim marketing.

Some speculate she believes the campaign perpetuates a narrow, exclusionary beauty standard. Others wonder if Rosie is reacting to what she perceives as over-sexualization of a young actress for the sake of selling jeans.

“She’s protective of women in the industry, especially younger ones,” said a longtime friend. “But she’s also not afraid to call out the brands that exploit them — even if that brand has deep pockets.”

American Eagle’s Silence — For Now

At press time, American Eagle has yet to issue an official response to Rosie’s comments. The brand’s official social media channels remain focused on back-to-school promotions and influencer shoutouts.

However, insiders say the marketing department is “well aware” of the controversy and monitoring public reaction closely. One marketing strategist told us, “If Rosie keeps hammering this, it could force a statement — even if they’d rather ignore it.”

The Sponsorship Refusal Heard ’Round the Internet

While many celebrities quietly turn down brand deals behind the scenes, Rosie’s decision to broadcast her hypothetical refusal to partner with American Eagle is what really lit the fuse.

“It’s rare for a star to publicly reject a sponsorship before it’s offered,” explained a celebrity PR expert. “It’s even rarer to do it in such a blunt, almost confrontational way. It sends a message not just to the brand, but to the entire industry: she’s not for sale.”

That stance, whether applauded or criticized, positions Rosie as a maverick in a celebrity economy where almost everything — from bottled water to cryptocurrency — has a price tag attached.

Rosie’s History of Speaking Out

This isn’t the first time Rosie O’Donnell has waded into a public controversy. Over her decades-long career, she’s built a reputation for speaking her mind, often at the expense of brand relationships or mainstream likability.

From fiery talk show exchanges to political tweets that dominate headlines, Rosie has never shied away from saying the quiet part out loud. This latest skirmish, however, stands out for its unusual focus: denim.

“Most people thought if Rosie was going to pick a fight in 2025, it’d be over politics or entertainment industry injustice,” said one entertainment journalist. “Not jeans. But here we are.”

The Bigger Question: Does This Help or Hurt?

In an age where authenticity is a hot commodity, some see Rosie’s bold rejection of American Eagle as a masterstroke in personal branding. By publicly refusing to align herself with a major corporate sponsor, she cements her image as an independent voice who won’t compromise her principles for a paycheck.

But critics argue that her move is unnecessarily combative — especially toward Sydney Sweeney, who likely had no say in the campaign’s creative direction.

“Rosie could have criticized the campaign without calling it disgusting,” one brand consultant noted. “Words matter. This is going to stick to Sydney as much as it sticks to American Eagle.”

Sydney Sweeney’s Response — Or Lack Thereof

As of now, Sydney Sweeney has remained silent on Rosie’s comments. Those close to the actress say she’s focused on upcoming film shoots and avoiding unnecessary drama.

Still, Hollywood watchers are waiting to see if she — or her team — will address the jab. In the era of screenshot culture, silence can be as loud as a statement.

A PR Storm in Skinny Jeans

Will Rosie’s comments dent American Eagle’s sales? Probably not — at least not overnight. But in the unpredictable world of celebrity culture, even the smallest spark can snowball into a bigger narrative.

For American Eagle, the risk isn’t losing Rosie O’Donnell as a customer — it’s having their brand name tied to words like “disgusting” in thousands of headlines and tweets.

For Sydney Sweeney, the risk is reputational. Being at the center of a celebrity feud can distract from her acting projects and polarize her fanbase.

For Rosie? She’s probably enjoying the storm. If history is any guide, she won’t be backing down.

Final Word: When Denim Becomes a Battleground

It’s easy to dismiss this as just another celebrity spat — but it also reveals how intertwined celebrity image, brand marketing, and social values have become. A pair of jeans isn’t just a pair of jeans anymore. It’s a statement. And for Rosie O’Donnell, this statement is one she’s unwilling to wear.

The takeaway? In 2025, authenticity sells as much as — if not more than — denim. And Rosie O’Donnell just proved she’s not afraid to tear the seams out of a brand she doesn’t believe in.