Sydney Sweeney is back promoting American Eagle. The actress from “Euphoria,” who is 28, recently shared her first post for the brand since the “Sidney Sweeney Has Great Jeans” campaign drew accusations of eugenics last summer.
On Tuesday, she posted a carousel of photos to Instagram during her winter break. In the caption, she mentioned, “Some of my favorite winter-friendly things from my travels,” while tagging American Eagle.
In one of the vacation photos, she showcased her American Eagle jeans, taken on a merry-go-round, stating, “My favorite winter outfit from my trip.” Sweeney layered her mall-brand denim with high-end pieces, including an $8,500 shearling jacket from Alaïa.
Her winter vacation included shopping at a Christmas market, posing with Santa, and enjoying the Northern Lights from a snowy hilltop. She wore varied winter apparel, from a ski suit to cozy earmuffs and a pink hoodie.
While her jeans seemed quite casual, her overall look featured upscale items like a peplum Alaïa shearling jacket, luxury faux fur boots, and a pricey Fendi shearling backpack, rounding out a fashionable winter ensemble.
The resort town of Megève in the French Alps, where she spent her holiday, complimented her in an Instagram comment, calling her “a beautiful winter queen.” American Eagle’s official account chimed in too, noting that “Flare was made for the slopes.”
The partnership follows a significant backlash from the original campaign last July, which had sparked accusations regarding its messaging related to race. In the campaign video, Sweeney discusses the genetic implications tied to the word “jeans,” which led to criticism about potential racist undertones.
Despite the stir, the campaign turned out to be highly successful for American Eagle, generating 40 billion impressions in just six weeks. The CEO mentioned that Sweeney was “worth every dollar” invested in the collaboration, confirming that she will continue as a brand ambassador through the end of 2026, with more campaigns anticipated to roll out.
Interestingly, while some celebrities criticized her, like Lizzo and Doja Cat, others offered support, including Sharon Stone and Donald Trump, who praised her for being a registered Republican.
