Her campaign for American Eagle is being called racist and tasteless on social media. Despite the backlash, stock prices are rising.

Sydney Sweeney stars in American Eagle’s Fall 2025 campaign, featuring comfortable, affordable denim. Sweeney also co-designed a pair of jeans for the collection, and an InStyle editor tried them before everyone else.

Actress Sydney Sweeney’s provocative new ad campaign for American Eagle leans into retro sexiness — and it’s sparking debate about eugenics and ‘wokeness.’