Sydney Sweeney once again affirmed why she’s the quintessential face for American Eagle. Stepping back into the spotlight, she has taken center stage to champion the label’s freshest collection.
The star of “The Housemaid,” at 28, delighted her Instagram followers on Wednesday with a lineup of photos highlighting the fashion retailer’s trendsetting, midriff-revealing denim jeans.
In one captivating image, the stunning blonde showcased her toned abs, pairing a daringly low-cut white tank top with blue jeans that sat stylishly low on her waist.
Another snapshot captured her in a chic cropped white t-shirt and green cargo pants, her golden hair flowing in soft, effortless curls.
Accompanying the images, her caption confidently declared, ‘It’s low rise season.’
Though the actress helped send American Eagle shares soaring and generated millions of social media views with her controversial ‘good jeans’ campaign, last month it was reported that the brand has hit a snag, with sales dipping in their women’s bottoms category.
Sydney Sweeney, 28, proved she is still the ultimate American Eagle girl, as she made a return to promote the brand’s latest campaign
The Housemaid star shared a number of snaps showing off the clothing retailer’s new midriff-baring jeans via her Instagram on Wednesday
Another image from the new campaign showed Sweeney smiling in a denim on denim look.
She also shared a few photos to her Instagram Stories, with one showing her barefoot and wearing a cropped denim jacket and jeans.
The Euphoria star went on to pose in an oversized striped sweater and ripped up light blue jeans.
The clothing giant disclosed last month that comparable sales at its flagship American Eagle brand dropped 2 percent during the latest quarter, driven largely by weakness in women’s bottoms – the very category Sweeney was hired to promote.
The disappointing update marks a sharp reversal from the excitement that surrounded the actress’s partnership with the retailer.
Just months ago, Wall Street was celebrating after American Eagle unveiled a fresh campaign starring the Euphoria beauty. Shares surged as investors bet Sweeney’s star power could reignite growth at the teen apparel chain.
The company had good reason for its optimism.
American Eagle’s first blockbuster collaboration with Sweeney, dubbed the ‘Great Jeans’ campaign, became one of the retailer’s biggest marketing successes in years.
‘It’s low rise season,’ she captioned the post
Another image from the new campaign showed Sweeney smiling in a denim on denim look
She also shared a few photos to her Instagram Stories, with one showing her barefoot and wearing a cropped denim jacket and jeans
Sweeney flashed a bright smile as she posed in a white t-shirt and jeans in another snap
‘Leaning in on low rise,’ she wrote over one image
The Euphoria star went on to pose in an oversized striped sweater and ripped up light blue jeans
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Executives previously said the partnership attracted around one million new customers, while some featured products reportedly sold out within days. The campaign generated more than 150 million social media views and helped propel the retailer’s stock higher during the second half of last year.
A follow-up campaign released earlier this year, called ‘Syd for Short,’ once again featured the actress modeling denim cutoffs in a series of beachside advertisements.
Investors initially loved it.
American Eagle shares jumped nearly 9 percent after the campaign’s launch as hopes grew that Sweeney could once again work her marketing magic.
Yet the latest earnings suggest translating viral buzz into sustained sales growth may be proving more difficult.
‘We are not satisfied with where the business performed this quarter, especially in women’s,’ American Eagle President and Chief Creative Officer Jen Foyle told analysts during the company’s earnings call.
‘We know what needs to be corrected, and the teams are aligned and activated to return AE to growth.’
The disappointing results come after months of controversy surrounding Sweeney’s advertising campaigns.
Her ‘great jeans’ campaign for American Eagle last year was branded ‘Nazi propaganda’ by woke critics
Last year’s ‘Great Jeans’ promotion generated significant backlash online after critics seized on a marketing message referencing genetics.
Taking to social media, many expressed their shock at messaging – which they aligned to ‘Nazi propaganda.’
One critic called it ‘one of the loudest and most obvious racialized dog whistles we’ve seen and heard in a while.’
Even President Donald Trump weighed in on the controversy at the time, joking: ‘If Sydney Sweeney is a registered Republican, I think her ad is fantastic.’