While some celebrities go quiet during controversy, Sydney Sweeney seems to be doing the opposite. Between a viral ad campaign that’s caused a stir online and a mysterious appearance on a major movie set, the Euphoria star isn’t slowing down one bit.
Spotted on the Set of The Devil Wears Prada 2
Sweeney was recently photographed in New York City making her way onto the set of The Devil Wears Prada 2, the much-anticipated sequel that’s currently filming all around Manhattan. Dressed casually in an oversized blue hoodie with the hood pulled low over her face and a black umbrella in hand, she seemed to be keeping a low profile.
It’s unclear whether she’s actually part of the cast or simply visiting a friend, but her appearance on set certainly raised eyebrows. With original stars like Anne Hathaway, Meryl Streep, Emily Blunt, and Stanley Tucci returning—and new names like Kenneth Branagh, Patrick Brammall, and Justin Theroux joining the franchise—there’s speculation Sydney might have a cameo, or at the very least, a behind-the-scenes connection.
A Denim Campaign That Took a Controversial Turn
At the same time, Sydney’s been making headlines for her latest partnership with American Eagle. The brand launched a denim-focused campaign with the tagline: “Sydney Sweeney Has Great Jeans.” Catchy? Definitely. But not everyone was laughing.
Critics online were quick to point out the unfortunate play on words. While the campaign meant to highlight Sydney’s fashion sense (and, well, her jeans), some said the pun sounded a little too close to “great genes,” a phrase that’s been tied historically to eugenics ideology—something with deeply problematic roots.
American Eagle Stands Behind Sydney
The backlash prompted American Eagle to step in and clarify things. In a statement posted to Instagram, the brand emphasized that the campaign was always about the jeans—nothing more. “Sydney Sweeney Has Great Jeans is and always was about the jeans. Her jeans. Her story,” they wrote, doubling down on their message of confidence and inclusivity.
They added: “Great jeans look good on everyone,” and made it clear they’re standing by the actress through the social media storm.
Sydney’s Excitement Was Genuine from the Start
Sydney, for her part, has been open about how excited she was to work with the brand. She’s long been a fan of American Eagle’s denim and told People that she was “freaking out” when the offer came through.
“When they were like, ‘We want it to be a denim campaign,’ I was through the roof,” she said. “I was like, ‘This is it. This is Syd.’”
Her enthusiasm wasn’t just personal—it paid off for the company, too. Since the campaign launched, American Eagle’s stock jumped by 10%, proving the Sweeney effect is very real.
She Feels at Home in Their Jeans
The Echo Valley star also spoke about how aligned she feels with the brand’s style. “There’s something so effortless about American Eagle,” she said. “It’s the perfect balance of being put-together but still feeling like yourself.”
She added that she appreciates how the brand evolves with its wearers: “It’s rare to find a brand that grows with you, the way American Eagle has for generations.”
AE Exec Calls Her the “It Girl of the Moment”
According to American Eagle’s chief marketing officer, Craig Brommers, teaming up with Sydney was a major win. In fact, he thinks it’s one of the brand’s most iconic collaborations ever.
“Sydney Sweeney is the It girl of the moment,” he said in an interview with WWD. “She is helping us create the It jeans campaign of the season.”
He explained that Sydney embodies the kind of dual personality that resonates with today’s young generation. “She’s the red carpet girl and the girl next door at the same time. That duality defines Gen Z and Millennials.”