In the high-stakes world of back-to-school retail, American Eagle just made its boldest move yet — and her name is Sydney Sweeney.

The brand’s new fall 2025 campaign, “Sydney Sweeney Has Great Jeans,” is its most expensive ever, pairing the Euphoria and White Lotus star with the denim giant for a campaign that’s equal parts nostalgia, glamour, and smart strategy.

Here’s why American Eagle is betting big on Sweeney to win the hearts and wallets of Gen Z — and beyond.

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Sydney Sweeney: More Than a Pretty Face

American Eagle’s CMO Craig Brommers calls back-to-school season the “Super Bowl for jeans,” and in a competitive, price-sensitive market, the retailer needed a partner who could elevate its brand and broaden its reach.

Why Sweeney?

• She’s a Gen Z icon with multigenerational appeal.
• She seamlessly bridges casual and elevated fashion.
• She’s culturally relevant, appearing everywhere from the red carpet to high-profile brand campaigns including Dr. Squatch and Baskin-Robbins.

According to Brommers:

“Sydney has shown that there’s not a red carpet, premiere, or cultural event she doesn’t stand out at — and we want our jeans to play that same role.”

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Inside the “Sydney Sweeney Has Great Jeans” Campaign

This campaign is more than just a pretty face in denim. American Eagle rolled out a multi-channel experience designed to resonate with Gen Z’s love for both physical and digital worlds.

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Social and Digital

• “As Seen on Sydney” shoppable edits
• Snapchat lens to virtually try on jeans
• In-app ads featuring Sweeney discussing her love of jeans
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Out-of-Home

• Takeover of the Sphere in Las Vegas
• 3D billboard in Times Square featuring Sweeney waving at onlookers
• Billboards in major U.S. cities and bus wraps in New York

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Limited-Edition Product

• The Sydney Jean, created with Sweeney and marked with a butterfly motif to support domestic violence awareness, with proceeds benefiting Crisis Text Line
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Why Spend Big Now

Some brands are cutting spend amid economic uncertainty, but American Eagle sees this as the perfect moment to stand out.

With U.S. back-to-school spending projected at $30.9 billion, down slightly from 2024, and fast-fashion competitors like Shein, Amazon, and Walmart crowding the market, Brommers argues that brand equity — not just discounts — will win.

“When you know that brand is one of your most important assets, you have to continue to nourish it,” Brommers explains.
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Lessons for Marketers

American Eagle’s campaign is a masterclass in modern branding.

• Bet on talent that aligns with your audience and your message
• Blend nostalgia with innovation — “genes” meets “jeans”
• Show up where your audience actually is — both online and in real life
• Make your campaign more than a transaction by tying it to a cause
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Ready to Build Your Big Bet

At Digital Marketing Alive, we help brands craft campaigns that cut through the noise — with clarity, strategy, and cultural relevance.

We offer a complimentary 90-day roadmap session to uncover where your brand can shine.

Don’t just compete for attention. Earn it — like American Eagle just did.

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