Sydney Sweeney has once again teamed up with American Eagle, marking a fresh chapter in her partnership with the clothing brand months after her previous campaign sparked intense online debate.
The Anyone But You actress, 28, appeared in a new social media post shared earlier this week, confirming her return as an American Eagle partner.
The Instagram carousel featured Sweeney enjoying winter adventures, from exploring snowy streets and skiing on mountain slopes to admiring the Northern Lights and posing with Santa Claus.
Captioning the post, Sweeney wrote: “some fave winter fits from my trip ft @americaneagle #aepartner #aejeans,” clearly disclosing the paid partnership.
In the images, she is bundled up in cosy winterwear, presenting a relaxed and cheerful mood that stood in contrast to the controversy surrounding her earlier campaign.
The renewed collaboration comes several months after Sweeney faced backlash over an American Eagle advertisement released last summer with the tagline “Sydney Sweeney Has Great Jeans,” a play on the phrase “great genes.”
The slogan and visuals ignited heated discussions on social media, with critics accusing the campaign of carrying problematic undertones. The debate quickly went viral, drawing global attention.
At the time, American Eagle defended the campaign, stating that it was solely focused on celebrating denim, personal style and confidence. The brand emphasised that the message was about jeans, not ideology, and reiterated its commitment to inclusivity.
Sweeney later addressed the issue in multiple interviews, admitting she was surprised by the reaction. She explained that she accepted the campaign because she genuinely liked the brand and its products, adding that she does not support hateful or divisive views. The actress also reflected on how staying silent initially allowed misunderstandings to grow.
Despite the backlash, the campaign proved commercially successful. The widespread buzz helped American Eagle attract new customers, with reports of increased sales, denim sell-outs and heightened investor interest following the ad’s release.
Now, with her latest American Eagle collaboration, Sweeney appears focused on moving forward. The new post has been largely well-received by fans, many of whom praised her winter looks and expressed support for her continued partnership with the brand.
Alongside her fashion work, Sweeney remains busy on the professional front. She is currently promoting her upcoming film The Housemaid, co-starring Amanda Seyfried and directed by Paul Feig.