proved she is still the ultimate American Eagle girl, as she made a return to promote the brand's latest campaign.
Showbiz
Sydney Sweeney Stuns in Sultry American Eagle Shoot
Sydney Sweeney proved she is still the ultimate American Eagle girl, as she made a return to promote the brand's latest campaign. The Housemaid star, 28, shared...
The Housemaid star, 28, shared a number of snaps showing off the clothing retailer's new midriff-baring jeans via her Instagram on Wednesday.
In one sizzling snap, the blonde bombshell displayed her washboard abs in a low-cut white tank top and low-slung blue jeans that rode low on her hips.
Another showed her in a cropped white t-shirt and green cargo pants, with her light locks cascading down in loose curls.
'It's low rise season,' she captioned the post.
Though the actress helped send American Eagle shares soaring and generated millions of social media views with her , last month it was reported that the brand has hit a snag, with sales dipping in their women's bottoms category.
Sydney Sweeney, 28, proved she is still the ultimate American Eagle girl, as she made a return to promote the brand's latest campaign
The Housemaid star shared a number of snaps showing off the clothing retailer's new midriff-baring jeans via her Instagram on Wednesday
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Another image from the new campaign showed Sweeney smiling in a denim on denim look.
She also shared a few photos to her Instagram Stories, with one showing her barefoot and wearing a cropped denim jacket and jeans.
'It's low rise season,' she captioned the post
Another image from the new campaign showed Sweeney smiling in a denim on denim look
She also shared a few photos to her Instagram Stories, with one showing her barefoot and wearing a cropped denim jacket and jeans
Sweeney flashed a bright smile as she posed in a white t-shirt and jeans in another snap
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'Leaning in on low rise,' she wrote over one image
The Euphoria star went on to pose in an oversized striped sweater and ripped up light blue jeans
Executives previously said the partnership attracted around one million new customers, while some featured products reportedly sold out within days. The campaign generated more than 150 million social media views and helped propel the retailer's stock higher during the second half of last year.
A follow-up campaign released earlier this year, called 'Syd for Short,' once again featured the actress modeling denim cutoffs in a series of beachside advertisements.
Investors initially loved it.
American Eagle shares jumped nearly 9 percent after the campaign's launch as hopes grew that Sweeney could once again work her marketing magic.
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Yet the latest earnings suggest translating viral buzz into sustained sales growth may be proving more difficult.
'We are not satisfied with where the business performed this quarter, especially in women's,' American Eagle President and Chief Creative Officer Jen Foyle told analysts during the company's earnings call.
'We know what needs to be corrected, and the teams are aligned and activated to return AE to growth.'
The disappointing results come after months of controversy surrounding Sweeney's advertising campaigns.
Her 'great jeans' campaign for American Eagle last year was branded 'Nazi propaganda' by woke critics
Last year's 'Great Jeans' promotion generated significant backlash online after critics seized on a marketing message referencing genetics.
Taking to social media, many expressed their shock at messaging - which they aligned to 'Nazi propaganda.'
One critic called it 'one of the loudest and most obvious racialized dog whistles we've seen and heard in a while.'
Even President Donald Trump weighed in on the controversy at the time, joking: 'If Sydney Sweeney is a registered Republican, I think her ad is fantastic.'
