she’s back.
Sidney Sweeney and American Eagle have teamed up once again, with the Euphoria star modeling their summer jean shorts in the company’s second campaign.
In the ad, titled “Sid for Short: American Eagle Jean Shorts,” Sweeney ditches the second half of his name and the bottom half of his pants and poses in cutoffs, baby T-shirts, and crisp button-up shirts.
“What brand am I wearing?” the star playfully asks the camera in the accompanying campaign video. “Yes, that’s it.”
Similar to Sweeney’s first AE collaboration, the ad also features custom denim styles designed to support Crisis
Text Line is a nonprofit organization that provides 24/7 mental health support. 100% of the net proceeds from Sid Jean and Sid 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 help you feel confident and put together without trying too hard,” Sweeney shared in a press release.
“The Crisis Text Line, a cause that is very close to my heart, has been part of this partnership from the beginning. It’s great for everyone to know that by wearing these items, they are also part of something meaningful that directly helps those in need.”
Sweeney’s debut American Eagle campaign, released in July 2025, was similarly denim-centric.
But the ad, which praised the 28-year-old star’s “amazing jeans”, quickly sparked controversy as a play on the word “genes”.
In a press release after backlash that Sweeney called “surreal,” American Eagle stood by the star athlete whose custom designs sold out in just a few days.
“We continue to celebrate everyone wearing AE jeans in their own way and with confidence,” the statement reads in part. “A great pair of jeans looks good on everyone.”
The company said the actress’ campaign was the brand’s “most successful to date,” with revenue reported at $1.28 billion in the quarter in which her ad was published.
“Sweeney is a winner,” AE Chief Marketing Officer Craig Brommers said on the earnings call.
Other retailers appear to be taking notice, too. Sweeney’s lingerie brand Syrn was launched earlier this year with the backing of none other than Jeff Bezos.
