Sydney Sweeney's nonresponse to backlash over her American Eagle "Good Jeans" ad suggests a brand strategy that embraces controversy, PR experts say.

Sweeney's collaboration with American Eagle, branded "Sydney Sweeney Has Great Jeans," features a denim line designed by the actress herself. According to reports, 100% of the purchase price of The Sydney Jean will go directly to Crisis Text Line, a charity that offers mental health support to domestic abuse victims.

Sydney Sweeney has reportedly helped American Eagle’s stock climb higher this week. The White Lotus actress has recently collaborated with the clothing brand for a special collection, which includes a denim jacket and “The Sydney Jean.

American Eagle Outfitters’ new partnership with actress Sydney Sweeney sent the retailer’s shares soaring Thursday, sparking questions over whether the denim-maker is joining the ranks of the newest meme stocks.

A racy, widely panned jeans campaign for American Eagle Outfitters starring “Euphoria” actress Sydney Sweeney is bringing into question whether the retailer accidentally strayed from its typically female-friendly marketing or deliberately tried to shift focus.

American Eagle was in need of some buzz. It got some—from actress Sydney Sweeney, known for roles in television, motion pictures, "Saturday Night Live" sketches and, now, pants.