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 Outfitters AEO.N surged 10% on Thursday after unveiling a new denim campaign with Sydney Sweeney, as the apparel retailer bets on the "Euphoria" and "The White Lotus" actress to reconnect with Gen Z shoppers and boost sales.