American Eagle has doubled down on its partnership with Sydney Sweeney, launching a follow-up campaign months after its widely discussed ‘Great Jeans’ ad sparked backlash online.

The US fashion retailer has unveiled ‘Syd for Short: American Eagle Jean Shorts’, a new summer denim campaign fronted by the Euphoria star.

The latest push takes a more stripped-back approach than its predecessor, repositioning Sweeney as ‘Syd’ and centring the creative on laid-back summer dressing, cut-off denim and a sun-soaked beach aesthetic.

The campaign promotes American Eagle’s jean shorts offer, pitching the category as a timeless summer staple.

It’s a notable return for a partnership that became one of fashion retail’s most talked-about campaigns last year.

American Eagle’s 2025 ad, ‘Sydney Sweeney Has Great Jeans’, generated masses of attention online after critics questioned the wordplay around “jeans” and “genes”.

What began as a celebrity-led denim campaign quickly spiralled into a broader social media row, with some accusing the creative of carrying uncomfortable undertones.

Sweeney later said she was surprised by the scale of the reaction, adding that she did not support the interpretations being attached to the campaign. American Eagle also stood by the ad, insisting it was “always about the jeans” and reiterating its focus on confidence, inclusivity and personal style.

Rather than row back, the retailer has opted to build on the relationship.

The new campaign also arrives with a stronger cause-led layer. Select products, including the Syd Jean and Syd Short, feature butterfly detailing in support of domestic violence survivors, with 100 per cent of the purchase price going to Crisis Text Line, the non-profit mental health support service.

Sweeney said the charity element has been central to the partnership from the outset. “There’s something timeless about a great pair of jean shorts. They’re simple, but they make you feel confident and put-together without trying too hard,” she told Fox News.

American Eagle president and executive creative director Jennifer Foyle said the campaign was designed to tap into both the longevity of the product and Sweeney’s appeal.

“Summer is defined by a rare kind of magic, an opportunity to live confidently and in the moment,” she said. “Pairing classic cut-offs with Sydney Sweeney’s signature ease makes AE denim the must-have shorts this season.”

American Eagle said the broader summer collection will include more than 850 new styles, while its shorts destination will feature more than 200 fits and washes across womenswear and menswear.

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