Sydney Sweeney has declared the arrival of "low-rise season," showcasing the trend in her newest campaign for American Eagle. The actress shared images from the campaign on Instagram, highlighting the brand's collection of midriff-baring jeans.
Sweeney modeled various denim styles, including wide-leg, skintight, boot-cut, and baggy fits, all featuring a dropped waistband. The looks were complemented by simple pairings such as tees, tank tops, denim shirts, and a cropped jean jacket. In one instance, she posed in slouchy cargo pants that revealed her underwear. Another image showed her barefoot and smiling in jeans and a white t-shirt.
This campaign follows Sweeney's previous work with American Eagle, which began in July 2025. Her initial campaign, featuring the tagline "Great Jeans," faced accusations of promoting eugenics. Both Sweeney and American Eagle defended the campaign, stating it was solely focused on the apparel. Sweeney later addressed the controversy in November, expressing surprise at the reaction and affirming her fondness for jeans.
Sweeney continued her partnership with the retailer, appearing in sponsored posts in January and a beach-themed campaign called "Syd for Short" in April. The "Great Jeans" campaign proved to be American Eagle's most successful to date, with CEO Jay Schottenstein noting Sweeney's significant value to the company. Sweeney is contracted to remain a brand ambassador through the end of 2026.