The early 2000s are back, and Sydney Sweeney has answered the call. The 28-year-old actor has teamed up with American Eagle to launch a brand-new advertising campaign.
The new photos promote the brand's latest low-rise collection. Sweeney has declared that it is officially 'low-rise season'.
The early 2000s saw the low-rise jeans fashion trend. Back in the day, pop culture icons like Paris Hilton and Britney Spears rocked the look.
Bringing Back Y2K Vibes
This new American Eagle campaign serves as a major love letter to that specific Y2K era. However, the brand has updated the classic look for today's modern shoppers. Instead of the OG skin-tight jeans, the new trousers feature a relaxed and wide-leg silhouette.
In the striking new campaign, Sweeney models several different laid-back outfits. In one of the photographs, she crouches on the floor wearing a pair of baggy, low-rise jeans. She pairs this with an embroidered denim jacket that casually slips off her shoulder, fully embracing the popular denim-on-denim trend.
Another bold look features the star showing off her underwear whilst wearing army green camouflage cargo trousers. She styled this cargo look simply with a snug white baby tee that hugged her figure. In yet another image, she elegantly pairs her low-slung denim with a delicate white camisole top.
Nostalgia on Our Minds
American Eagle currently offers these nostalgic designs in several different options, including ultra wide-leg styles, straight fits, and classic bootcut jeans. The retailer aims to provide comfortable stretch and a relaxed fit across various washes, from light blue to tinted black.
For her makeup look, Sweeney kept things remarkably fresh and simple to match the casual outfits. She opted for very soft makeup, featuring gently blushed cheeks, soft pink lips, and just a light touch of mascara. Her signature blonde hair was parted far to the side and styled in big, voluminous curls, adding to the effortless nature of the shoot.
Posting to Instagram
Sweeney took to her personal Instagram account to share the new pictures in a joint post with American Eagle. She proudly captioned the stunning photos with, 'it's low rise season' and included a blue heart emoji.
Fans immediately flooded the comments section to praise the nostalgic clothing. One follower cleverly noted that the 2000s had just sent a calendar invite, perfectly capturing the throwback energy.
Previous Online Backlash
This is certainly not the first time the Euphoria star has worked with the American Eagle brand. Her previous campaign in July 2025 famously sparked a major online debate. That advert featured the slogan, 'Sydney Sweeney Has Great Jeans' which was a controversial double meaning for 'genes'. The actress was criticized online, with people questioning the message behind the advert.
The Chief Marketing Officer for American Eagle, Craig Brommers, stated that securing a partnership with Sweeney was the biggest achievement in the company's entire history.
Despite the online backlash, executives noted her previous ads brought in over 700,000 new customers and heavily boosted the company's market value. Now, this latest campaign arrives just in time for shoppers to secure essential low-rise staples well before the autumn weather truly begins.
