American Eagle (AE) is elevating its creative with a new campaign a starring “Euphoria” actress Sydney Sweeney and a presence on the exosphere of the Las Vegas Sphere.
On Tuesday, the denim specialty retailer launched “Sydney Sweeney Has Great Jeans,” a Fall 2025 campaign that showcases key denim fits from its new collection. In partnership with the brand, Sweeney’s long-time stylist Molly Dickson curated the wardrobe highlighted in the campaign, including a limited-edition denim jacket inspired by the 27-year-old actress’ on-set style and several baggy jean styles.
Related Stories
“With Sydney Sweeney front and center, she brings the allure, and we add the flawless wardrobe for the winning combo of ease, attitude and a little mischief,” said Jennifer Foyle, president and executive creative director of AE and Aerie.
As part of the campaign, AE will also launch “The Sydney Jean,” a limited-run style based on the retailer’s popular Dreamy Drape franchise, produced in collaboration with Sweeney. A butterfly motif on the back pocket of the jean represents domestic violence awareness. In support of the cause, 100 percent of the purchase price from “The Sydney Jean” will be donated to Crisis Text Line, a nonprofit offering free, 24/7, confidential mental health support.
In addition to bold placement on the Sphere, the campaign will be promoted on 3D billboards where Sweeney will interact directly with passersby, a Snapchat lens where she speaks directly with Snapchatters and AI enabled try-on technology so customers too can have great jeans.
In a statement, Sweeney, whose brand partnerships have spanned Dickies and Ford to Hey Dude and Dr. Squatch, said AE represents effortless style.
“Their commitment to creating pieces that make you feel confident and comfortable in your own skin is something that resonates with me. It’s rare to find a brand that grows with you, the way American Eagle has for generations. They have literally been there with me through every version of myself,” she said.
AE aims to maintain its position as the No. 1 jeans brand for Gen Z. The fall collection spans over 800 styles for men and women. It includes over 200 fits of AE jeans including over 50 new styles, from the 70s-inspired High-Rise Flare to the Low-Rise Baggy Wide Leg styled on Sweeney.
“This fall season, American Eagle is celebrating what makes our brand iconic—trendsetting denim that leads, never follows,” Foyle said. “Innovative fits and endless versatility reflect how our community wears their denim: mixed, matched, layered and lived in.”
