Sydney Sweeney is once again stepping back into the spotlight with American Eagle, months after her previous campaign for the retailer sparked intense online debate. The “Euphoria” star is now fronting a new summer advertisement focused on denim shorts, marking a clear continuation of her partnership with the brand but with a noticeably lighter, self-aware tone.
Sydney Sweeney makes a bold return to American Eagle ad after major backlash
In the latest commercial, Sydney Sweeney appears against a bright blue sky, smiling and playing with her hair as she delivers a cheeky line: “What brand am I wearing? … Yeah, that one.” The words “SYD FOR SHORT” flash across the screen, adding a playful twist on her name and the product.
American Eagle’s chief marketing officer, Craig Brommers, described the latest concept as a continuation of a broader narrative built around Sweeney’s image. According to USA Today, Brommers said the campaign aims to highlight both sides of her public persona, the polished Hollywood star and the more relaxed, everyday version of herself. “Our American Eagle customer base really loved the duality,” he explained, pointing to the balance between her red carpet presence and what he described as her “girl-next-door” appeal.
Sweeney’s earlier campaign, released last July, drew widespread attention for its wordplay around “genes” and “jeans.” In the ad, she delivered a line explaining how genes determine traits like hair and eye color before adding, “My jeans are blue.”
Critics said the message could reinforce narrow beauty standards, as the campaign focused on Sweeney’s blonde hair, blue eyes, and traditional looks. Others called the ad outdated, saying it relied too much on the “blonde bombshell” image and seemed designed to appeal to a specific audience.
Despite the backlash, American Eagle appears confident in its latest approach, choosing to continue working with Sweeney and expand the campaign’s narrative rather than pivot away from it. Brommers said the original idea stemmed from pairing “the No. 1 It girl” with a major denim push, suggesting the collaboration has remained commercially and culturally relevant.
