Sydney Sweeney has made her first appearance in an American Eagle campaign since a contentious summer controversy surrounding the brand’s “Sydney Sweeney Has Great Jeans” initiative. The actress, known for her role in Euphoria, shared a series of winter vacation photos on Instagram, showcasing her fashion choices and tagging the brand in her post.
In the carousel of images posted on Tuesday, Sweeney appeared in various winter outfits against picturesque backdrops, including a Christmas market and a stunning display of the Northern Lights. She captioned the post, “some fave winter fits from my trip,” highlighting her attire which included a pale pink parka and a collection of designer pieces alongside American Eagle jeans. The ensemble featured a peplum Alaïa shearling jacket priced at $8,500, Casadei faux-fur boots at $1,400, and a Fendi shearling backpack costing $3,650.
Sweeney’s vacation took place in Megève, a charming resort town in the French Alps, where she was also spotted wearing a Miu Miu wool and cashmere scarf worth $1,290 and a matching hat priced at $825. The official account for Megève commented on the post, referring to her as a “Beautiful winter Queen ✨,” while American Eagle’s account noted, “flares were made for the slopes🫰.”
The renewal of Sweeney’s partnership with American Eagle follows significant backlash from the July 2025 campaign, which drew criticism for its perceived implications regarding race and eugenics. In the campaign, Sweeney delivered a line that played on the words “jeans” and “genes,” stating, “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue.” Critics interpreted the wordplay as racially charged, arguing it echoed themes of eugenics and white supremacy.
Initially, Sweeney chose not to respond to the controversy but later addressed it in an interview with GQ in November. “I did a jean ad. I mean, the reaction definitely was a surprise, but I love jeans,” she stated, emphasizing her everyday preference for jeans and T-shirts. Sweeney explained that she distanced herself from the online drama while filming, stating, “I kind of just put my phone away. I was filming every day… so I don’t really bring my phone on set.”
The controversy surrounding the campaign drew reactions from various celebrities, including Lizzo and Doja Cat, who expressed their discontent. Conversely, Sweeney received support from notable figures, including Sharon Stone and even former President Donald Trump. Despite the backlash, the campaign proved to be remarkably successful for American Eagle, generating an impressive 40 billion impressions within just six weeks.
American Eagle CEO Jay Schottenstein expressed confidence in Sweeney’s value to the brand, stating to the Wall Street Journal in October, “Sydney Sweeney is worth every single dollar that we invested.” The company confirmed that Sweeney will continue as a brand ambassador through the end of 2026, with more campaign elements scheduled for release.
With her recent post, Sweeney reinforces her connection with American Eagle, navigating the complex landscape of celebrity endorsements while remaining a notable figure in fashion and entertainment.
