It's time to say hello to "Syd."
Months after conversation – and controversy – erupted over Sydney Sweeney's American Eagle jeans ad campaign, the star is back for a new summer spin on shorts with the retailer.
"What brand am I wearing?" Sweeney asks in the commercial, posing in denim shorts against a blue sky backdrop, while smiling and playing with her hair. "Yeah, that one," she says, as the words "SYD FOR SHORT" flash across the screen.
It's a tongue-in-cheek nod to the fervor around the original jeans campaign, which was "born out of the idea that we wanted to work with the No. 1 It girl on the No. 1 jeans campaign of 2025," says Craig Brommers, American Eagle's chief marketing officer.
Syd exemplifies "the true self, the authentic person, the more casual version of that Sydney Sweeney persona," Brommers says, and the collaboration is part of a "throughline" that "resonates" with consumers.
