‘What Brand Am I Wearing?’ and ‘Yeah, That One’ [WATCH]

Actress Sydney Sweeney has returned as the face of a new American Eagle campaign, marking her second collaboration with the retailer as the company rolls out a summer-focused denim collection, as reported by Page Six.

The campaign, titled “Syd for Short: American Eagle Jean Shorts,” features the 28-year-old “Euphoria” star modeling a range of jean shorts, including cutoffs paired with a baby tee and a lightweight button-up shirt.

Promotional materials for the campaign show Sweeney leaning into a casual style while promoting the seasonal line.

In a video accompanying the campaign, Sweeney addresses viewers directly, asking, “What brand am I wearing?” before adding, “Yeah, that one.”

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The partnership continues a charitable component first introduced in her earlier collaboration with the company.

American Eagle said that select items in the collection, including the Syd Jean and the Syd Short, will support Crisis Text Line, a nonprofit organization that provides 24/7 mental health support. According to the company, 100% of net proceeds from those specific designs will be donated.

The items also include butterfly-themed design elements intended to recognize domestic violence survivors, consistent with the messaging tied to the partnership.

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“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,” Sweeney said in a press release.

She also addressed the charitable aspect of the collaboration, stating, “Crisis Text Line, a cause so close to my heart, has been a part of this partnership from the beginning. I love knowing that when everyone wears these pieces, they are also a part of something meaningful, that directly helps people who need it.”

Sweeney’s first campaign with American Eagle, launched in July 2025, centered on denim as well and drew widespread attention.

The campaign featured messaging that referenced “Great Jeans,” which also played on the word “genes,” prompting reactions online.

Following the response, American Eagle issued a statement backing Sweeney and emphasizing its branding approach.

“We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way,” the company said. “Great jeans look good on everyone.”

The retailer reported that Sweeney’s debut campaign became its “most successful to date,” contributing to a quarterly revenue figure of $1.28 billion during the period in which the ads were released.

Craig Brommers, American Eagle’s chief marketing officer, also commented on the collaboration during an earnings call, stating, “Sweeney is a winner.”

The renewed campaign comes as Sweeney continues to expand her presence beyond acting. Earlier this year, her lingerie brand, Syrn, launched with financial backing from Jeff Bezos.

American Eagle has not disclosed further details about future campaigns, but the company’s continued partnership with Sweeney signals an ongoing effort to build on the commercial success of its previous promotions.

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