She’s back.
Sydney Sweeney has reunited with American Eagle for a second campaign, with the Euphoria star fronting a summer-focused collection of denim shorts for the retailer.
Titled “Syd for Short: American Eagle Jean Shorts,” the campaign features Sweeney leaning into the playful theme—dropping the latter half of her name while showcasing cutoffs, a baby tee, and a relaxed button-up shirt.
In the accompanying campaign video, she teases the brand with a tongue-in-cheek line: “What brand am I wearing?” before smiling and adding, “Yeah, that one.”
The sunny shoot sees Sweeney modeling baby tees and itty-bitty cutoffs.
100% of the proceeds from two denim styles will be donated to Crisis Text Line, a mental health support charity.
As with Sydney Sweeney’s first American Eagle collaboration, the new campaign features custom denim pieces created to benefit Crisis Text Line, a nonprofit providing 24/7 mental health support. All net proceeds from the Syd Jean and Syd Short styles—both detailed with butterfly accents in honor of domestic violence survivors—will go directly to the organization.
“There’s something timeless about a great pair of jean shorts. They’re simple, but they make you feel confident and put-together without trying too hard,” Sweeney said in a press release.
She added, “Crisis Text Line, a cause so close to my heart, has been a part of this partnership from the beginning. I love knowing that when everyone wears these pieces, they are also a part of something meaningful, that directly helps people who need it.”
Sweeney’s debut American Eagle campaign, released in July 2025, was also centered on denim.
However, that earlier campaign—featuring the tagline “Great Jeans”—drew controversy over its wordplay on “genes.”
Despite the controversy, the campaign ultimately became the brand’s most successful to date.
In a press release following the backlash—described by Sydney Sweeney as “surreal”—American Eagle stood by the actress, noting that her custom designs sold out within days.
“We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way,” the company said. “Great jeans look good on everyone.”
American Eagle also confirmed that the campaign became its “most successful to date,” reporting $1.28 billion in revenue for the quarter in which the ads were released.
“Sweeney is a winner,” AE Chief Marketing Officer Craig Brommers said during an earnings call.
Her influence appears to be extending beyond denim, with other retailers taking notice. Sweeney’s lingerie brand, Syrn, launched earlier this year with backing from Jeff Bezos.
