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American Eagle Launches Fall 2025 ‘Sydney Sweeney Has Great Jeans’ Campaign

Featuring a co-created denim style that donates all proceeds to Crisis Text Line, the campaign rolls out high-profile activations across Times Square, the Las Vegas Sphere, Snapchat, virtual try-on technology.

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A view of an American Eagle Outfitters store in Arlington, Virginia, U.S., June 1, 2021. REUTERS/Erin Scott/File Photo
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Overview

  • The fall 2025 campaign titled 'Sydney Sweeney Has Great Jeans' launched on July 23 with Sydney Sweeney as its face.
  • The hero item, The Sydney Jean, is a limited-edition design co-created by Sweeney featuring an embroidered butterfly symbolizing domestic violence awareness.
  • American Eagle will donate 100% of proceeds from The Sydney Jean to Crisis Text Line to support its free, 24/7 mental-health crisis service.
  • Omnichannel activations include a 3D billboard in Times Square, a 360-degree video display at the Las Vegas Sphere and an AI-powered virtual try-on lens on Snapchat.
  • American Eagle shares climbed 16% on July 24 as investors responded to the high-profile campaign aimed at driving back-to-school sales.