Overview
- Sydney Sweeney posted on Instagram on Wednesday, July 22, showcasing American Eagle’s new low‑rise, midriff‑bearing denim looks and calling it “low‑rise season.”
- The campaign includes dropped‑waist cuts across wide‑leg, skin‑tight, boot‑cut and baggy styles plus cargo and denim‑on‑denim outfits that lean into early‑2000s trends.
- Sweeney’s role follows a July 2025 debut whose “Great Jeans” tagline prompted accusations tying the wordplay to eugenics and drew intense online criticism, which American Eagle publicly defended as being about the product.
- American Eagle executives previously credited the partnership with big short‑term digital engagement and new customers but disclosed that comparable sales at the American Eagle brand fell about 2 percent in the most recent quarter, driven mainly by weakness in women's bottoms.
- The actress remains a brand ambassador through 2026 and company leaders say teams are taking corrective steps to return the business to growth, a development that will be watched for whether viral buzz can translate into sustained sales.