American Eagle launched its fall 2025 campaign, “Sydney Sweeney Has Great Jeans,” featuring actress Sydney Sweeney, known for roles in Euphoria and The White Lotus. The campaign, highlighting a denim collection with a focus on “The Sydney Jean,” includes a butterfly motif symbolizing domestic violence awareness, with 100% of the jean’s purchase price donated to Crisis Text Line, a nonprofit offering 24/7 mental health support. The campaign features Sweeney in various denim outfits, with promotional videos and images showcasing her in settings like a car repair shop and lounging on a couch. A key element is the wordplay between “jeans” and “genes,” emphasized in a video where Sweeney replaces “genes” with “jeans” on a billboard. The campaign, supported by 3D billboards in Times Square and Las Vegas, a Snapchat lens, and AI-enabled try-on technology, led to a 16% surge in American Eagle’s stock, adding approximately $200 million to the company’s value. Social media engagement soared, with one Instagram video garnering over 1.1 million views. The campaign’s bold marketing, blending retro aesthetics with modern technology, has driven significant online and financial attention to the brand.
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