Sydney Sweeney’s Bold New Campaign Sends American Eagle Stock Soaring

American Eagle Outfitters has unveiled its Fall ’25 denim campaign starring Euphoria and Anyone but You actress Sydney Sweeney, dropping a cheeky slogan—“Sydney Sweeney Has Great Jeans”—along with throwback‑style images of the star wrenching under a classic Mustang and posing topless in low‑rise boot‑cuts. The brand says the collaboration re‑centers AE on “trend‑leading denim that makes customers feel confident,” positioning Sweeney as the face of a broader push to reinvigorate its #1‑with‑Gen Z claim.

Wall Street liked what it saw: American Eagle shares jumped as much as 10 percent after the reveal, adding nearly $400 million to the retailer’s market cap in a single session. Analysts credited the pop to viral social‑media traction—TikTok clips of the shoot cleared 50 million views in 24 hours—and to optimism that Sweeney’s cross‑demographic appeal will drive store traffic during a challenging apparel cycle. Early sell‑outs of a limited‑edition “Sydney Jean” and co‑designed denim jacket bolstered the bullish mood.

Company president Jennifer Foyle called the campaign “a little mischief and a lot of authenticity,” noting that American Eagle will layer influencer‑led styling videos and a back‑to‑school TikTok challenge onto its media blitz. Marketing experts say the sultry yet playful approach marks a pivot from recent “woke‑leaning” campaigns across retail, betting instead on nostalgia and bold personality to cut through advertising fatigue—and, so far, the gamble appears to be paying off.