Rosie O’Donnell has never been one to hold back her thoughts, and this week she’s proving that once again—this time taking aim at one of America’s most popular clothing brands.

In a bold statement that’s already igniting heated debate online, the outspoken comedian and former The View co-host announced she would never wear American Eagle jeans and would outright refuse any sponsorship offers from the company. The reason? Their latest campaign featuring actress Sydney Sweeney.

To some, the ad was nothing more than another celebrity-backed fashion promotion. But for O’Donnell, it crossed a line. She described the campaign as “disgusting and divisive,” suggesting that it sends the wrong kind of message to the public and plays into cultural divides rather than bringing people together.

While O’Donnell didn’t elaborate on the exact aspects she found offensive, her comments were enough to spark a storm across social media. Supporters applauded her for taking a stand and refusing to profit from a brand she doesn’t believe in. Critics, however, accused her of overreacting and unfairly targeting Sweeney, who has been steadily building her career with a mix of TV, film, and now high-profile endorsements.

American Eagle has yet to release an official statement addressing O’Donnell’s comments, but industry insiders say the controversy could become a public relations headache for the retailer. Fashion brands rely heavily on celebrity collaborations to connect with audiences, but when those collaborations become lightning rods for criticism, they can just as easily turn into liabilities.

This isn’t the first time Rosie O’Donnell has made waves by speaking her mind. Throughout her career, she’s used her platform to call out people, projects, and causes she disagrees with, even at the risk of public backlash. But in a media landscape where celebrities often avoid controversy to protect their brands, her willingness to speak out—whether people agree with her or not—remains part of her enduring persona.

Fans and fashion commentators alike are now watching closely to see how American Eagle responds. Will the brand defend its campaign and stand by Sydney Sweeney? Will it ignore the uproar and ride out the controversy? Or will it attempt to find middle ground by addressing concerns without alienating either side?

For Sydney Sweeney, the timing is notable. The actress is in the midst of a career upswing, with major acting roles and endorsement deals coming her way. Being thrust into the center of a public feud—especially one involving a polarizing figure like O’Donnell—could either boost her visibility or become an unwelcome distraction.

At the heart of the uproar is a bigger question about modern celebrity endorsements: should stars and brands play it safe, or should they embrace bold, potentially polarizing campaigns that get people talking? For Rosie O’Donnell, the answer is clear. If she believes a brand’s message is harmful, she won’t wear it, she won’t endorse it, and she won’t stay quiet about it.

Whether people agree with her stance or not, one thing is certain—Rosie O’Donnell’s rejection of American Eagle has turned a simple jeans campaign into a national talking point. And as the online arguments rage on, it’s unlikely this debate will fade quietly into the background.