Overview
- American Eagle’s shares rose roughly 10% on Thursday and Friday, adding $250 million in market value after the campaign launch.
- The Fall 2025 denim campaign kicked off for the back-to-school season with events at the Las Vegas Sphere and a 29-story 3D billboard in Times Square.
- The initiative includes a limited-edition denim jacket and a signature “Sydney Jean” designed by Sweeney and stylist Molly Dickson, with proceeds from its embroidered butterfly motif donated to Crisis Text Line.
- Retail traders on Reddit’s WallStreetBets helped amplify the stock rally by targeting American Eagle’s elevated short interest, which exceeds 10% of the public float.
- Sweeney is also developing an exclusive lingerie line reported to be backed by Jeff Bezos and Lauren Sanchez, expanding her entrepreneurial ventures beyond her Hollywood roles.