Sidney Sweeney is back in ‘great jeans’.
The “Euphoria” actress, 28, shared her first American Eagle post since the brand’s “Sidney Sweeney Has Great Jeans” campaign sparked accusations of promoting eugenics last summer.
On Tuesday, she posted a photo of her winter vacation on Instagram at a merry-go-round, captioning the sponsored post, “Some of my favorite winter-friendly things from my trip,” and tagging the brand.
In the photos, W’s cover girl poses with Santa Claus, shops at a Christmas market, gets ready to ride a snowmobile and stands atop a hill in front of the vast Northern Lights.
She also wore a variety of winter layers, including a ski suit, skin-tight sweater, fuzzy earmuffs, and a pale pink hoodie.
Her jeans look like American Eagle at first glance, but the rest of the pieces were clearly designer. A peplum Alaia shearling jacket ($8,500), Casadi faux fur boots ($1,400), and a Fendi shearling backpack ($3,650) completed her furry outfit.
She also accessorized with a Miu Miu wool and cashmere scarf ($1,290) and matching hat ($825).
“A beautiful winter queen,” the official account of Megève, the picturesque resort in the French Alps where Sweeney spent her vacation, wrote.
American Eagle’s brand account chimed in with a comment: “Flare is made for the slopes 🫰.”
The continued partnership comes more than five months after American Eagle’s July 2025 campaign sparked intense backlash.
In the campaign video, Sweeney reads a script that plays on the words “jeans” and “genes,” saying, “Genes are passed from parent to child and often determine traits such as hair color, personality, and even eye color. My jeans are blue.”
Critics claimed the wordplay had racist connotations, with some accusing the campaign of reflecting eugenics and white supremacy.
Sweeney initially remained silent about the backlash, but broke her silence during an interview with GQ in November. “I put out an ad for jeans, and the response was definitely surprising, but I love jeans,” she said. “All I wear is jeans. I literally wear jeans and a T-shirt every day.”
The “Housemaid” star admitted that she is distancing herself from the drama. “I just put my phone away,” she explained. “I was filming every day. I’m filming ‘Euphoria,’ so I’m working 16 hours a day, and I almost never bring my cell phone on set.”
Other celebrities also weighed in on the controversy. While Lizzo, Doja Cat, Amy Lou Wood and others criticized her, she also received support from Sharon Stone and Donald Trump.
This discourse was clearly great for business. The campaign became American Eagle’s most successful ever, generating 40 billion impressions within six weeks. “Sidney Sweeney is worth every dollar we invested,” American Eagle CEO Jay Schottenstein told the Wall Street Journal in October.
The company confirmed that Sweeney will remain a brand ambassador until the end of 2026, but more campaign elements will be released in the future.
