American Eagle Outfitters launched its Fall '25 campaign, "Sydney Sweeney Has Great Jeans," on July 23, 2025, featuring actress Sydney Sweeney. This campaign aims to reinforce American Eagle's position as a leading jeans brand for Gen Z consumers.
Jennifer Foyle, President and Executive Creative Director for AE & Aerie, stated that Sweeney brings allure to the campaign, which offers a flawless wardrobe for ease, attitude, and mischief. The initiative is a return to essential denim dressing, celebrating how customers look and feel in AE Jeans.
The campaign is supported by innovative media strategies, including 3D billboards, a Snapchat lens, and AI-enabled try-on technology. It also features a limited-edition denim jacket and "The Sydney Jean," with 100% of proceeds from the latter donated to the Crisis Text Line.
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