American Eagle Outfitters wanted to make a splash with its new ads starring actor Sydney Sweeney. The campaign has sparked a debate about race, Western beauty standards, and the backlash to “woke” American politics and culture.

Fast-forward four decades, and Sydney Sweeney is pulling the same trick—but with a fresh twist. Her American Eagle ads—which showcased vintage aesthetics paired with body-positive messaging—hit home with Gen Z and Millennials alike. This wasn't just about selling jeans; it was about owning a cultural moment.