She’s back.
Sydney Sweeney and American Eagle are back together, with the “Euphoria” star modeling a selection of summer-ready jean shorts in her second campaign for the retailer.
Dubbed “Syd for Short: American Eagle Jean Shorts,” the ads see Sweeney ditching the second half of her name and the lower half of her pants, posing in cutoffs, a baby tee and breezy button-up shirt.
“What brand am I wearing?” the star playfully asks the camera in the accompanying campaign video. “Yeah, that one.”
Just like Sweeney’s first AE collab, the ads also include custom denim styles designed to support Crisis
Text Line, a nonprofit that provides 24/7 mental health support. 100% of the net proceeds of the Syd Jean and the Syd Short, both featuring butterfly details in honor of domestic violence survivors, will be donated to the organization.
“There’s something timeless about a great pair of jean shorts. They’re simple, but they make you feel confident and put-together without trying too hard,” Sweeney shared in a press release.
“Crisis Text Line, a cause so close to my heart, has been a part of this partnership from the beginning. I love knowing that when everyone wears these pieces, they are also a part of something meaningful, that directly helps people who need it.”
Unveiled in July 2025, Sweeney’s debut American Eagle campaign was similarly denim-centric.
However, the ads — which praised the 28-year-old star’s “Great Jeans” — quickly sparked controversy with its play on the word “genes.”
In a press release after the backlash — which Sweeney called “surreal” — American Eagle backed their star, whose custom designs for the company sold out in mere days.
“We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way,” the statement read, in part. “Great jeans look good on everyone.”
And the actress’ campaign was the brand’s “most successful to date,” according to the company, which reported $1.28 billion in revenue for the quarter her ads was released.
“Sweeney is a winner,” AE chief marketing officer Craig Brommers said on an earnings call.
It would appear other retailers are taking note; Sweeney’s lingerie brand, Syrn, launched earlier this year with backing from none other than Jeff Bezos.
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