Overview
- Sweeney shared a January 7 Instagram carousel from a snowy trip labeled as a paid partnership with American Eagle using #aepartner and #aejeans.
- The post showed her wearing AE denim across winter looks, and the Megève ski resort’s official account publicly thanked her for the visit.
- The renewed collaboration follows the July 2025 campaign line 'Sydney Sweeney Has Great Jeans,' which drew online accusations invoking eugenics and white supremacy.
- American Eagle defended the campaign on August 1, stating the message was about the jeans and celebrating how people wear AE with confidence.
- Sweeney later told GQ and People she was surprised by the reaction and rejects the views some attached to the ad, while some outlets have reported sales gains after the controversy.