The short answer
Sydney Sweeney, the 'Euphoria' and 'Anyone But You' actress, has partnered with American Eagle for a denim campaign celebrating 'low-rise season.' The campaign includes images and videos of Sweeney wearing low-rise jeans and a jacket worn open without a top underneath. The ads have gone viral, with fans and fashion critics debating the return of early 2000s styles. The campaign is part of American Eagle's push to revive low-rise denim, a trend popular in the Y2K era.Why it’s trending
The campaign launched on July 22, 2026, with Sweeney posting provocative images on Instagram, leading to widespread media coverage and social media buzz. The topless look under an unbuttoned jacket particularly sparked conversation, driving search interest.
Sydney Sweeney has kicked off 'low-rise season' with a new campaign for American Eagle, featuring the actress in hip-hugging jeans and a daring topless look under an unbuttoned jacket. The campaign, released on July 22, 2026, has quickly gone viral, with fans and fashion enthusiasts debating the return of Y2K fashion.
According to Page Six, Sweeney is seen in the ad wearing American Eagle's low-rise jeans and a matching jacket worn open, revealing no top underneath. Sports Illustrated Lifestyle notes that the campaign is an 'ode to Y2K fashion,' emphasizing the revival of early 2000s trends. AOL.co.uk also covered the topless look, highlighting the boldness of the campaign.
The campaign marks a significant moment for American Eagle, which is betting on the resurgence of low-rise denim. Sweeney, known for her roles in 'Euphoria' and 'Anyone But You,' has become a fashion icon for Gen Z, making her the ideal face for this nostalgic trend. The ads have sparked conversations about body positivity and the cyclical nature of fashion.
As the campaign continues to trend, it remains to be seen whether low-rise jeans will fully reclaim their place in mainstream fashion. Sweeney's influence could drive sales for American Eagle, but critics argue that the trend may be short-lived. For now, the campaign has successfully captured public attention.
Timeline
- Campaign Launch
Sydney Sweeney posts American Eagle campaign images on Instagram, featuring low-rise jeans and a topless look under an unbuttoned jacket. Media outlets like Page Six, Sports Illustrated Lifestyle, and AOL.co.uk report on the campaign.
- Viral Spread
The campaign trends on social media platforms, with fans and fashion influencers sharing and commenting on the Y2K-inspired looks.
Questions people ask
What is Sydney Sweeney's new campaign with American Eagle?
Sydney Sweeney is promoting American Eagle's low-rise jeans in a campaign that also features her wearing an unbuttoned jacket without a top underneath, celebrating 'low-rise season.'
Why is the campaign controversial?
The campaign includes a topless look under an unbuttoned jacket, which some find provocative. However, it has been widely covered as a fashion statement reviving Y2K trends.
Is low-rise denim making a comeback?
Yes, American Eagle is betting on the return of low-rise jeans, a trend popular in the early 2000s. Sydney Sweeney's campaign is part of this revival effort.
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