American Eagle Taps Sydney Sweeney for Most Expensive Campaign Yet

With back-to-school season heating up, American Eagle has launched its most expensive campaign to date, partnering with Emmy-nominated actress Sydney Sweeney for a wide-reaching denim push entitled “Sydney Sweeney Has Great Jeans.” The campaign, which spans digital, physical, and social media channels, aims to reinforce American Eagle’s authority in denim while reaching Gen Z with innovation—and star power.

“We are still the jeans authority, especially for Gen Z,” said Craig Brommers, Chief Marketing Officer at American Eagle. “To partner with Sydney on this is saying something, especially in a challenging retail environment.”

The campaign comes on the heels of a soft Q1, with American Eagle reporting a 5% year-over-year dip in revenue. But the brand is betting big on denim, Sweeney’s multigenerational appeal, and elevated styling to boost its positioning amid strong competition from budget giants like Shein and Amazon.

Not Just a Face—A Creative Partner

Sweeney, known for breakout roles in Euphoria and The White Lotus, collaborated with stylist Molly Dickson to co-create polished, versatile denim looks that can be dressed up or down—reflecting the evolving fashion needs of Gen Z shoppers. The centerpiece is The Sydney Jean, a limited-edition style featuring a butterfly motif supporting domestic violence awareness.

Proceeds from The Sydney Jean will benefit Crisis Text Line, adding a layer of social impact to the campaign.

“We want our jeans to play the same dual role as Sydney: casual for every day, and elevated enough to stand out at events,” said Brommers.

Where to See It (and Shop It)

From Snapchat try-on filters to a Times Square 3D billboard and a full activation at The Sphere in Las Vegas, the campaign spans both physical and digital environments. Wild posters reading “Sydney Sweeney Has Great Genes” in NYC created buzz before being swapped for denim-themed updates.

Other campaign features include:

• 360° video displays at high-traffic locations

• Bus wraps and billboards in cities like Los Angeles, Boston, and Chicago

• Snapchat Promoted Places, directing shoppers to nearby AE stores

• Shoppable “As Seen on Sydney” edits via social and retail channels

Shoppers can also try jeans virtually through a Snapchat lens and browse outfit edits curated by Sweeney herself.

Smart Shopping for CouponOutlet Readers

For shoppers who prioritize authenticity, affordability, and style, here’s what to watch:

• The Sydney Jean is a limited run—expect it to sell out fast

• Back-to-school denim deals are expected to peak mid-August

• Snap Map + mobile ads offer convenient paths to verified in-store inventory

• American Eagle will feature bundles and outfit suggestions curated from the campaign