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 Sydney Sweeney campaign didn’t just add $200 million to the company’s market cap overnight. It reminded us that everything and nothing has changed about marketing. It turns out sex still sells. It always has and apparently always will. Nothing fancy about this strategy. That’s the lesson–or is it?