Sydney Sweeney shared her first American Eagle post since the brand’s controversial “Sydney Sweeney Has Great Jeans” campaign sparked backlash in July 2025. sydney_sweeney/Instagram
Sydney Sweeney is back in her “great jeans.”
The “Euphoria” actress, 28, shared her first American Eagle post since the brand’s “Sydney Sweeney Has Great Jeans” campaign sparked accusations of promoting eugenics last summer.
She posted a carousel of photos on Instagram Tuesday from a winter vacation, captioning the sponsored post, “some fave winter fits from my trip” and tagging the brand.
The “Christy” star posted a carousel of winter vacation photos on Tuesday featuring American Eagle jeans, writing “some fave winter fits from my trip.” American Eagle
The 28-year-old elevated her mall-brand denim with a parade of designer pieces, including Alaïa’s $8,500 nipped-waist Shearling Jacket. American Eagle
Sweeney crossed off all the holiday hits, shopping at a Christmas market and taking in the Northern Lights. American Eagle
She hit the ski hills in the snowy French resort town Megève. American Eagle
In the photos, the W cover girl posed with Santa Claus, shopped a Christmas market, geared up for a snowmobile ride and stood on a hilltop in front of a vast display of the Northern Lights.
She also wore an array of winter layers: ski suits, snuggly sweaters, fuzzy ear muffs and a pale pink parka.
While her jeans were seemingly American Eagle, the rest of the pieces were decidedly designer: a peplum Alaïa shearling jacket ($8,500), Casadei faux-fur boots ($1,400) and a Fendi shearling backpack ($3,650) rounded out her furry attire.
She also bundled up in a Miu Miu wool and cashmere scarf ($1,290) with a matching hat ($825).
“Beautiful winter Queen ✨” wrote the official account for Megève, the picturesque resort town in the French Alps where Sweeney vacationed.
The actress kept warm in Miu Miu’s printed wool and cashmere scarf and matching hat. American Eagle
The town’s official Instagram account called Sweeney “Beautiful winter Queen ✨” in the comments. American Eagle
American Eagle’s brand account added, “flares were made for the slopes🫰” American Eagle
The original American Eagle campaign faced accusations of promoting eugenics due to the “jeans” and “genes” wordplay and Sweeney’s blonde hair and blue eyes. American Eagle
American Eagle’s brand account chimed in in the comments: “flares were made for the slopes🫰”
The partnership continuation comes more than five months after American Eagle’s July 2025 campaign ignited intense backlash.
In the campaign video, Sweeney read a script that played on the words “jeans and “genes,” saying: “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue.”
Critics argued the wordplay carried racially charged implications, with some accusing the campaign of echoing eugenics and white supremacy.
Sweeney broke her silence on the controversy in November 2025, telling GQ magazine she was surprised by the reaction and “kind of just put my phone away.” American Eagle
The “Anyone But You” star clarified her stance in December, telling People magazine she’s “against hate and divisiveness” and doesn’t support views people connected to the campaign. American Eagle
Sweeney initially stayed silent on the backlash, but broke her silence in November during a GQ interview. “I did a jean ad. I mean, the reaction definitely was a surprise, but I love jeans,” she said. “All I wear are jeans. I’m literally in jeans and a T-shirt every day of my life.”
The “Housemaid” star admitted she kept her distance from the drama. “I kind of just put my phone away,” she explained. “I was filming every day. I’m filming ‘Euphoria,’ so I’m working 16-hour days and I don’t really bring my phone on set.”
President Donald Trump praised the ad after learning Sweeney was reportedly a registered Republican. American Eagle
American Eagle CEO Jay Schottenstein told the Wall Street Journal in October that Sweeney “is worth every single dollar that we invested.” American Eagle
Other celebrities even weighed in on the controversy; Lizzo, Doja Cat, Aimee Lou Wood and more took swipes at the actress meanwhile she found support from Sharon Stone and even Donald Trump.
The discourse was apparently great for business: The campaign became American Eagle’s most successful yet, generating 40 billion impressions within six weeks. American Eagle CEO Jay Schottenstein told the Wall Street Journal in October, “Sydney Sweeney is worth every single dollar that we invested.”
The company confirmed Sweeney will remain a brand ambassador through the rest of 2026, with more campaign elements still to be released.