Sydney Sweeney celebrated “low-rise season” on Instagram Wednesday, sharing images from her latest American Eagle campaign. sydney_sweeney/Instagram
Sydney Sweeney’s waistband is heading south for the summer.
The “Housemaid” actress, 28, touted the arrival of “low-rise season” with a new crop of American Eagle ads showing off the brand’s midriff-baring jeans.
Sweeney worked the dropped waistline in a range of cuts — wide-leg, skintight, boot-cut and baggy — styled simply with tees, tank tops, denim shirts and a cropped jean jacket.
The actress modeled the dropped waistline in wide-leg, boot-cut, skintight and baggy denim. sydney_sweeney/Instagram
“Denim on denim is always in,” she wrote on her Instagram Story. sydney_sweeney/Instagram
Her first American Eagle campaign landed in July 2025 and drew accusations of promoting eugenics with its “Great Jeans” tagline. American Eagle
“Denim on denim is always in,” she asserted on Instagram Stories.
In one frame, a pair of slouchy cargo pants sat low enough to show off her underwear.
In another, the “Euphoria” star posed barefoot and beaming in jeans and a white tee, her hair in loose curls.
The campaign arrives nearly a year to the day from her July 2025 AE debut, which ignited controversy after its “great jeans” wordplay was accused of promoting eugenics, though both Sweeney and the retailer defended the original campaign. The company said the ads were “always about the jeans,” while the actress broke her silence in November, telling GQ that the response blindsided her. “I did a jean ad,” she said. “I love jeans!”
The retailer defended the original ads, insisting they were “always about the jeans.” sydney_sweeney/Instagram
Sweeney is set to stay on as brand ambassador through the rest of 2026. sydney_sweeney/Instagram
In December, the Syrn founder told People she is “against hate and divisiveness,” admitting that her earlier refusal to discuss the controversy had “only widened the divide.”
She resumed sponsored posts for American Eagle in January with a batch of French Alps vacation photos, then returned in April for a beachy jean shorts follow-up campaign called “Syd for Short.”
The “Great Jeans” campaign became American Eagle’s most successful to date, and CEO Jay Schottenstein told the Wall Street Journal that Sweeney “is worth every single dollar that we invested.”
She remains a brand ambassador through the rest of 2026.
