Comedian and actress Rosie O’Donnell has publicly stated that she would decline any sponsorship deals with American Eagle, citing criticism of the brand’s recent campaign featuring actress Sydney Sweeney.

O’Donnell made the remarks in a candid discussion on social media, where she addressed the growing trend of celebrity endorsements and brand collaborations. While she acknowledged the popularity of such partnerships, she made it clear that American Eagle would not be a brand she would support.

“I wouldn’t take their sponsorship,” O’Donnell said. “The whole Sydney Sweeney campaign feels tone-deaf and out of touch.”

The campaign in question, launched earlier this year, spotlighted Euphoria star Sydney Sweeney as the face of American Eagle’s new collection. While some praised the campaign for its youthful energy and star power, others criticized it as overly polished and disconnected from the brand’s supposed focus on inclusivity and authenticity.

O’Donnell’s comments add to the broader debate around celebrity-driven advertising and whether it resonates with audiences in an era increasingly focused on transparency and representation.

Neither American Eagle nor Sydney Sweeney has responded publicly to O’Donnell’s remarks

Rosie O’Donnell has never been one to mince words, and this week, the comedian and actress proved once again that she’s not afraid to ruffle a few feathers in the world of celebrity endorsements. In a refreshingly candid social media discussion, O’Donnell made it clear that she would turn down any sponsorship offers from American Eagle, citing her discomfort with the brand’s recent campaign starring Sydney Sweeney—a campaign that has stirred up both buzz and backlash in equal measure.

It’s a statement that’s already making waves, not just among Rosie’s loyal fans but across the fashion and entertainment industries. As brands scramble to hitch their wagons to the brightest stars, O’Donnell’s refusal to play along feels almost rebellious, a throwback to a time when celebrities stood for something more than just the next lucrative deal. “I wouldn’t take their sponsorship,” she declared, her tone unmistakably firm. “The whole Sydney Sweeney campaign feels tone-deaf and out of touch.”

The campaign in question debuted earlier this year, with Euphoria’s breakout star Sydney Sweeney front and center as the face of American Eagle’s latest collection. On paper, it was a match made in marketing heaven: Sweeney’s youthful energy and skyrocketing fame seemed tailor-made for the brand’s target audience. But while some fans gushed over the campaign’s glossy visuals and star power, a growing chorus began to question whether American Eagle was losing sight of its roots. For critics like O’Donnell, the campaign’s slick production values and carefully curated images felt disconnected from the brand’s supposed commitment to inclusivity and authenticity.

And it’s not just Rosie who’s skeptical. Recent reports show that foot traffic at American Eagle stores is down 9% since the Sweeney ad launched—a statistic that’s hard to ignore in an industry where every percentage point counts. For a brand that built its reputation on being accessible and real, the numbers suggest that customers may be craving something more genuine than what’s currently on offer.

O’Donnell’s remarks come at a time when the entire landscape of celebrity-driven advertising is under scrutiny. Social media has made it easier than ever for stars to promote everything from jeans to energy drinks, but it’s also given fans a platform to voice their opinions—positive or otherwise—about who gets to represent their favorite brands. In her online discussion, Rosie acknowledged the popularity of these partnerships but made it clear that, for her, authenticity matters more than a paycheck.

The debate goes deeper than just one campaign or one celebrity. It’s about whether audiences truly connect with the people chosen to represent them, and whether brands are listening to the voices of their customers or simply chasing the latest trend. O’Donnell’s blunt honesty cuts through the noise, raising questions about what it really means to be “inclusive” in an era where representation is more than just a buzzword.

Meanwhile, neither American Eagle nor Sydney Sweeney has responded publicly to O’Donnell’s comments. The silence speaks volumes, leaving fans and critics alike to wonder whether the brand will address the concerns or simply ride out the controversy. In an age where transparency is everything, the lack of response feels almost as telling as the original campaign.

Rosie’s stance is the latest chapter in her long history of speaking out on issues that matter to her, whether it’s politics, entertainment, or the ever-changing world of fashion. She knows the power of her platform, and she’s not afraid to use it—even if it means turning down big opportunities. For some, her refusal to endorse American Eagle is a bold stand for authenticity; for others, it’s a reminder that not every celebrity is willing to play the game.

As the conversation around celebrity endorsements and brand collaborations continues to evolve, one thing is clear: Rosie O’Donnell isn’t backing down. Her words have sparked a broader debate about what audiences want from the brands they support, and whether star power alone is enough to keep them coming back. In a world that’s increasingly focused on transparency and representation, maybe it’s time for brands to listen—not just to their chosen ambassadors, but to the people who matter most: their customer