Sydney Sweeney has resumed her partnership with American Eagle by sharing winter photos in their jeans, months after a controversial ad campaign sparked accusations of promoting eugenics. The new Instagram post, reported on January 8, 2026, signals a move to normalize the collaboration amidst ongoing cultural debates.
On January 8, 2026, Sweeney posted a carousel of images on Instagram from a winter vacation in Megève, France, featuring American Eagle jeans alongside high-end designer items. The caption, ‘some fave winter fits from my trip,’ tagged the brand, showcasing activities like skiing, visiting Christmas markets, and viewing the Northern Lights. This marks her first American Eagle post since the July 2025 campaign that faced significant backlash.
The original campaign, ‘Sydney Sweeney Has Great Jeans,’ included wordplay on ‘jeans’ and ‘genes,’ with Sweeney stating in the ad that genes determine traits like hair color and eye color. Critics argued this echoed eugenicist ideas and white supremacy, leading to widespread social media outrage and calls for boycotts. The controversy intensified as celebrities and public figures weighed in, creating a polarized discussion.
In response, Sweeney initially remained silent but later addressed the issue in interviews. In a GQ interview in November 2025, she expressed surprise at the reaction, emphasizing her love for jeans. She further clarified in a December People interview, stating she is ‘against hate and divisiveness’ and does not support the views some connected to the campaign, aiming to reduce the divide her silence may have caused.
Despite the backlash, the campaign proved commercially successful for American Eagle, generating 40 billion impressions within six weeks and boosting stock prices, especially after endorsements from figures like former President Donald Trump. CEO Jay Schottenstein affirmed in October 2025 that Sweeney was ‘worth every single dollar invested,’ and the brand confirmed her ambassadorship through 2026.
The new post received positive engagement, with American Eagle’s account commenting ‘flares were made for the slopes🫰’ and the official Megève account praising Sweeney as ‘Beautiful winter Queen ✨.’ This suggests a strategic shift to focus on fashion and lifestyle, distancing from past controversies while leveraging Sweeney’s popularity for brand promotion.
Looking forward, Sweeney’s continued collaboration with American Eagle highlights the brand’s commitment to moving past the drama. In her People interview, she expressed hope for the new year to foster unity, reflecting a broader message of connection over division. This episode underscores the challenges and opportunities in celebrity marketing, where controversy can drive attention but requires careful navigation to maintain brand integrity.
Overall, the event illustrates how modern media intersects with social issues, demonstrating the resilience of partnerships in the face of public scrutiny and the ongoing evolution of marketing strategies in a culturally sensitive landscape.
