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.

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's advertising campaign —titled 'Sydney Sweeney Has Great Jeans' — will include 'innovative media strategies that push boundaries and capture attention,' the company announces. Via American Eagle