Sidney Sweeney’s waistband heads south for summer.
The 28-year-old “Housemaid” actress debuted the brand’s midriff-baring jeans in a new ad for American Eagle, promoting the arrival of “low-rise season.”
Sweeney played with her dropped waistline in a variety of cuts, including wide-leg, skintight, bootcut, and baggy, and styled it simply with T-shirts, tank tops, denim shirts, and cropped jean jackets.
“There’s always denim on denim,” she claimed on her Instagram Stories.
In one frame, she wore slouchy cargo pants and sat low enough to see her underwear.
In another photo, the “Euphoria” star is barefoot, posing beaming in jeans and a white T-shirt with her hair in loose curls.
This campaign will be launched almost a year after her AE debut in July 2025. The campaign was controversial, with its “great jeans” wordplay accused of promoting eugenics, but both Sweeney and the retailer defended the original campaign. The company said the ad “was always about jeans,” but the actress broke her silence in November, telling GQ that the reaction blindsided her. “I put out an ad for jeans,” she said. “I love jeans!”
In December, the Silun founder told People that he was “against hatred and division” and admitted that his previous refusal to discuss the controversy “only widened the divide.”
She returned to sponsored posts for American Eagle in January with a collection of photos from her vacation in the French Alps, and returned in April with a follow-up campaign of beachy jean shorts called “Syd for Short.”
The “Great Jeans” campaign was American Eagle’s most successful campaign to date, with CEO Jay Schottenstein telling the Wall Street Journal that Sweeney was “worth every dollar we invested.”
She will serve as a brand ambassador until the end of 2026.
