Fox News personality Lawrence Jones gave new life to the American Eagle ad controversy on Fox & Friends this week after offering blunt commentary about what kind of women he likes.

While defending the use of conventionally attractive models in marketing, Jones made headlines himself for candidly sharing his personal preferences—saying, “I love thick women”—while underscoring the commercial realities of modern advertising.

“This is about marketing 101,” Jones said on Thursday’s broadcast. “Good-looking people sell products very well. It’s just the reality of it.” His remarks came during a panel discussion with co-hosts Brian Kilmeade and Ainsley Earhardt, as they dissected the social media firestorm around a recent American Eagle ad starring Sweeney.

The advertisement in question features Sweeney, 27, gazing at a poster of herself with the caption “great genes”—a visual pun that eventually morphs into “great jeans.” Critics swiftly condemned the campaign, accusing it of subtly promoting eugenics by showcasing a white, blonde, blue-eyed actress alongside the term “genes.” The wordplay, while intended to be cheeky, was deemed by some radical complainers as racially insensitive and exclusionary.

Jones dismissed the outrage as misplaced, saying, “You gotta know who you are marketing to.” He acknowledged the public’s sensitivity but didn’t appear interested in catering to it. “It’s about money,” he continued. “Over the past four or five years, they tried to put different people on that they feel like—” before being interrupted by Kilmeade, who interjected, “Stocky people, shapeless.”

Rather than backpedal, Jones leaned into the moment with a surprising revelation. “It’s true, it’s true. And it’s no offense to stocky people. I love thick women, too,” he said, laughing. Kilmeade, caught off guard, repeated with a grin, “Did you say ‘I love thick women?’” Jones doubled down: “I do. I love women of all shapes and sizes.”

Still, the host emphasized that conventional beauty standards often dictate who gets cast in campaigns. “Sometimes they don’t sell the product,” he stated. “It’s all about who sells the product, and who men envision, and who women envision themselves to be.”

Earhardt joined in the playful tone, jokingly suggesting that a “thick woman” might be used to sell a “milkshake,” a quip that drew chuckles.

Meanwhile, American Eagle and Sweeney have not issued apologies or statements amid the mounting online backlash. Supporters of the campaign argue that the criticism is disingenuous and overlooks the ad’s intended humor. They point out that the “good genes” pun simply refers to Sweeney’s photogenic appeal—something that advertising has long leaned into.