Sydney Sweeney’s American Eagle Collection Hits Record Breaking Sales Despite Controversy

Sydney Sweeney‘s American Eagle denim collaboration has proved hugely successful for the brand after her viral campaign made headlines.

Weeks after the launch on July 23, a press email from the brand states that it saw record-breaking numbers, with a double-digit increase in men’s and women’s denim.

Per the retailer, the Sydney Jacket worn by Sweeney in the campaign sold out in one day, while the Sydney Jean, the actress’ custom Dreamy Drape style with 100% of proceeds benefiting the Crisis Text Line, sold out in one week. The jean will be restocked this November.

American Eagle also shared that the items Sweeney’s curated “Syd’s Picks” shop have been refreshed four times already, with items performing four times better than AE’s other women’s items.

In the fall American Eagle campaign — titled “Sydney Sweeney Has Great Jeans” — the Euphoria actress, 27, dresses in a couple pieces of fall-centric denim, pulled together by her stylist Molly Dickson.

“I was freaking out because I was like, ‘This is perfect,’ and I was so excited,” Sweeney told PEOPLE about getting the call from American Eagle, adding that she’s been a lifelong, organic fan of the brand’s jeans. “When they were like, ‘We want it to be a denim campaign,’ I was through the roof. I was like, ‘This is it. This is Syd. I will be able to bring this to life. You have no idea.'”

As part of the collaboration, the brand released a limited-edition version of the Dreamy Drape jean that features a butterfly motif on the back pocket as a symbol of domestic violence awareness, something Sweeney feels passionately about. To support the cause, 100% of the purchase price of The Sydney Jean will be donated to the Crisis Text Line, a nonprofit that offers free, 24/7 mental health support to those in need.

The campaign also garnered sparked debate on social media. The tagline of the campaign, “Sydney Sweeney has great jeans,” prompted some to claim that the usage of the word “jeans” as a play on “genes” is racially charged and hints at genetic superiority. Others criticized the campaign for catering to the male gaze and taking inspiration from Brooke Shields’ controversial 1980 denim campaign.

Still, American Eagle’s stock increased 10 percent in just a few days, adding more than $200 million to the group’s value, per Vanity Fair.

American Eagle doubled down on the campaign in statement issued on Instagram.

On Aug. 1, the brand wrote in a graphic, “‘Sydney Sweeney Has Great Jeans'” is and always was about the jeans. Her jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.”