SYDNEY SWEENEY HEADLINES AMERICAN EAGLE’S BIGGEST FALL CAMPAIGN YET

American Eagle Outfitters has launched its biggest campaign yet, enlisting actress Sydney Sweeney, known for Euphoria and The White Lotus, as the face of its Fall ’25 denim push titled “SYDNEY SWEENEY HAS GREAT JEANS.” As the brand’s most expensive collaboration to date, the campaign is poised to make waves during the crucial back-to-school season.

The spotlight includes “THE SYDNEY JEAN,” a limited-edition Dreamy Drape jean featuring a butterfly patch symbolising domestic violence awareness. Notably, 100% of the purchase price will be donated to Crisis Text Line. Sweeney also collaborated on a matching denim jacket styled by her longtime fashion partner Molly Dickson.

American Eagle is bringing the campaign to life with immersive tech experiences: a selfie-enabled 3D billboard in Times Square, digital features on the Sphere in Las Vegas, AI-powered Snapchat try-on filters, and content across BeReal, Instagram, and Snapchat. The aim is to engage Gen Z through bold visibility and interactivity.

The announcement has already moved the market. American Eagle’s shares jumped significantly during trading and even more after-hours, with analysts drawing comparisons to “meme stock” phenomena. CMO Craig Brommers praised Sweeney’s unique dual appeal: someone who shines on the red carpet but remains relatable to everyday fans.

A longtime fan of the brand, Sweeney said American Eagle “grows with you, the way it has for generations,” and added that AE jeans make her feel “confident and comfortable in your own skin.” The Fall collection will include over 200 jean fits, including more than 50 new styles, and over 800 total new styles across both women’s and men’s categories.