Sydney Sweeney stars in a new promotion.
Actress Sydney Sweeney is front and center for the brand’s fall 2025 denim campaign.
The retailer is leveraging Gen Z appeal and innovative tech for its latest collection.
- Actress Sydney Sweeney is the face of American Eagle’s fall 2025 jeans collection.
- The campaign features omnichannel strategies including 3D billboards and a Snapchat lens.
- AI-powered try-on technology is part of the promotional rollout.
- A limited-edition “Sydney Jean” benefits Crisis Text Line.
What is American Eagle’s fall 2025 jeans campaign called?
American Eagle is teaming up with Gen Z favorite Sydney Sweeney for its highly anticipated fall 2025 jeans collection. The campaign, aptly titled “Sydney Sweeney Has Great Jeans,” aims to highlight the brand’s trendsetting denim. Sweeney, known for her role in the hit HBO series “Euphoria,” brings star power and relatable appeal to the collection.
Innovative Campaign Tactics
The brand is rolling out an ambitious omnichannel strategy to support the fall launch. Shoppers can expect to see Sweeney featured on interactive 3D billboards that engage directly with passersby. Adding a digital layer, a Snapchat lens will allow users to virtually interact with Sweeney.
Further enhancing the customer experience, the campaign incorporates artificial intelligence-enabled try-on technology. This allows customers to virtually try on the jeans, making the shopping experience more seamless and personalized.
A Message of Confidence and Comfort
Jennifer Foyle, president and executive creative director for AE & Aerie, expressed excitement about the collection. “This fall season, American Eagle is celebrating what makes our brand iconic – trendsetting denim that leads, never follows,” Foyle stated.
She added, “Innovative fits and endless versatility reflect how our community wears their denim: mixed, matched, layered and lived in. With Sydney Sweeney front and center, she brings the allure, and we add the flawless wardrobe for the winning combo of ease, attitude and a little mischief.”
Sweeney’s stylist, Molly Dickson, curated a selection of over 200 American Eagle jean fits for the campaign, including new limited-edition pieces.
“The Sydney Jean” and a Charitable Component
As a special collaboration, American Eagle will release “The Sydney Jean,” a limited-run item from its Dreamy Drape franchise. This unique jean features a butterfly motif on the back pocket, symbolizing domestic violence awareness.
In a meaningful gesture, 100% of the purchase price from “The Sydney Jean” will be donated to Crisis Text Line. This non-profit organization provides free, 24/7 confidential mental health support via text.
Reflecting on the partnership, Sweeney shared her connection to the brand. “There is something so effortless about American Eagle – it’s the perfect balance of being put-together but still feeling like yourself,” she said.
“Their commitment to creating pieces that make you feel confident and comfortable in your own skin is something that resonates with me,” Sweeney continued. “It’s rare to find a brand that grows with you, the way American Eagle has for generations. They have literally been there with me through every version of myself.”
