It all started with a simple question and a daring response. An American Eagle exec just spilled the details on how Sydney Sweeney personally set the audacious tone for their now-famous ‘Great Jeans’ campaign.

The campaign featured Euphoria actress Sydney Sweeney sporting seven different looks. There was denim on denim ( with nothing underneath), the timeless jeans-and-white-tee combo, and everything in between. The brand went all in on the marketing blitz. 14 separate Instagram posts featuring Sweeney, and even a profile-picture change on Facebook.

Some internet users have also accused AE of ripping off a 1980s Calvin Klein ad campaign starring supermodel Brooke Shields, SJ Denim reported. The ad showed a 14-year-old Shields rolling on the floor and trying to put on her jeans while discussing how “the secret of life lies behind the genetic code.”