American Eagle Outfitters is going all-in on a major fall push with actress Sydney Sweeney as the face of its new denim campaign.
The “Euphoria” and “The White Lotus” star will headline the “Sydney Sweeney Has Great Jeans” campaign, aimed at boosting denim sales and reigniting the brand’s fashion authority.
The campaign will include 3D billboards in Times Square, a weeklong display on the Exosphere of the Sphere in Las Vegas, and appearances in all print, video, and digital content.
American Eagle Chief Marketing Officer Craig Brommers called the partnership “one of the biggest gets in American Eagle history,” describing Sweeney as both glamorous and relatable — a perfect fit for Gen Z and Millennial consumers.
The brand is pushing boundaries with a more sensual and playful creative direction, paired with humor and optimism that Sweeney brings to the project.
Social media integration will be a key element, with Sweeney connecting directly to fans through sponsored Snapchat Stories, BeReal videos, and Instagram’s broadcast channel.
An augmented reality try-on will let Snapchat users “wear” Sweeney’s jeans virtually, playing into the double meaning of the campaign’s title.
The collection includes “The Sydney Jean,” featuring a butterfly motif symbolizing domestic violence awareness, with 100 percent of net proceeds going to the Crisis Text Line.
Styling for the campaign comes from Sweeney’s longtime stylist Molly Dickson, who will also share denim tips throughout the season.
American Eagle’s fall denim range spans more than 200 fits, with over 50 new styles from high-rise flares to low-rise baggy wide legs, plus a $79.95 denim jacket inspired by Sweeney’s on-set look.
The back-to-school season is considered American Eagle’s “Super Bowl,” and the company hopes this high-profile collaboration will cement its place as the top jeans authority in the U.S.
Despite a 2 percent decline in same-store sales in the first quarter, Brommers said the retail climate has improved and the brand is focused on strong execution for the rest of 2025.
This campaign signals a reset for American Eagle, blending elevated style with accessibility to reclaim its cultural influence in denim.