Courtesy of American Eagle
Despite the largely fabricated and self-fulfilling “controversy” surrounding Sydney Sweeney’s American Eagle campaign last summer, the actress has re-upped with the brand for a new release of jean shorts. Sweeney’s new campaign with AE is being called “Syd for Short.”
Less than a year after the largely manufactured controversy surrounding Sydney Sweeney’s “Great Jeans” campaign — in which critics attempted to frame a denim ad as a political statement because Sweeney exists and has a certain body type — the actress has re-upped with the brand for a new campaign called “Syd for Short,” centered on jean shorts.
American Eagle has announced a new line of jean shorts with actress Sydney Sweeney less than a year after backlash to “Great Jeans” campaign
“The campaign focuses on the ultimate summer essential: jean shorts, reimagined through Sydney’s effortless, everyday style. ‘Syd for Short’ marks the evolution of AE’s partnership with Sydney Sweeney, introducing ‘Syd,’ a more casual dimension of Sydney, in AE shorts during her relaxed, everyday life, whether she’s at home, running errands or enjoying the beach,” American Eagle’s press release states.
“At its core, this campaign is about redefining the go-to summer uniform and spotlighting AE’s heritage of denim. With over 200 shorts styles and washes this season across women’s and men’s styles, ‘Syd for Short,’ is here to position AE jean shorts as the must have of the summer. Key fits like the Low-Rise Shortie can be found in Syd’s favorites available to shop now.”
Perhaps in an effort to avoid the same PR blowback as last summer, American Eagle also announce that the they will be donating 100% of the purchase price to the Crisis Text Line.
“This also marks Sweeney’s second consecutive campaign featuring custom denim styles created in support of Crisis Text Line, a nonprofit offering free, confidential, 24/7 mental health support to anyone in need. The ‘Syd Jean’ and the ‘Syd Short’ carry forward the butterfly detail, in honor of domestic violence survivors, introduced for the 2025 back-to-school season. AE will donate 100% of the purchase price to the organization.”
Sweeney is currently starring in the third and final season of Euphoria, which has gotten off to an intensely controversial start given the questionable situations that creator Sam Levinson has put the characters in, such as Sweeney’s character Cassie Howard selling adult content dressed as a baby.