Sydney Sweeney's waistband is heading south for the summer.
The "Housemaid" actress, 28, is heralding the "low-rise season" with a fresh batch of American Eagle ads featuring midriff-baring jeans. She showcases a variety of styles — wide-leg, skintight, boot-cut, and baggy — paired with simple tees, tank tops, denim shirts, and a cropped jean jacket.
"Denim on denim is always in," she declared on Instagram Stories. One shot features slouchy cargo pants worn low enough to reveal her underwear. Another captures the "Euphoria" star barefoot and smiling in jeans and a white tee, her hair cascading in loose curls.
This campaign drops nearly a year after her controversial July 2025 AE debut, which faced backlash for its "great jeans" wordplay, accused of promoting eugenics. Both Sweeney and the retailer defended the original campaign, asserting that the ads were "always about the jeans." In November, Sweeney expressed her surprise at the backlash, stating, "I did a jean ad. I love jeans!"
In December, the Syrn founder told People she stands "against hate and divisiveness," acknowledging that her initial silence on the controversy had "only widened the divide." She resumed sponsored posts for American Eagle in January with vacation photos from the French Alps and returned in April for a beach-themed jean shorts campaign dubbed "Syd for Short."
The "Great Jeans" campaign emerged as American Eagle's most successful to date. CEO Jay Schottenstein remarked that Sweeney "is worth every single dollar that we invested." She continues as a brand ambassador through the rest of 2026.
