On July 23, American Eagle announced the appointment of actress Sydney Sweeney as the new muse for its Fall 2025 campaign. Titled “Sydney Sweeney Has Great Jeans,” the campaign signals a return to the brand’s roots—denim—reinterpreted through a modern lens that embraces simplicity and sophistication.
Since its founding in 1977, American Eagle has been known for its denim-focused casual wear, earning enduring popularity across generations. Today, it stands as one of the most beloved denim brands among Gen Z. With this campaign, the brand reinforces its commitment to authentic denim, distancing itself from fleeting trends, and solidifying its presence by aligning with a next-generation cultural icon like Sweeney.
“This fall season, American Eagle is celebrating what makes our brand iconic – trendsetting denim that leads, never follows,” said Jennifer Foyle, President and Executive Creative Director of AE and Aerie. “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 herself shared, “There is something so effortless about American Eagle – it’s the perfect balance of being put-together but still feeling like yourself. Their commitment to creating pieces that make you feel confident and comfortable in your own skin is something that resonates with me. 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.”
As part of the campaign’s bold and innovative rollout, American Eagle is also taking over the Exosphere—the spherical LED screen at the Sphere in Las Vegas. This will be accompanied by attention-grabbing media activations, including 3D billboards where Sweeney interacts with passersby, a Snapchat AR lens featuring her voice, and AI-powered virtual try-on experiences that let customers experience the perfect fit firsthand.
The collaboration between Sweeney and her longtime stylist, Molly Dickson, plays a central role in the campaign’s visual direction. Together, they have curated denim looks that feel authentic to Sweeney’s style—relatable yet elevated, blending comfort with modern fashion sensibility.
This season’s collection includes over 800 new fall pieces for both women and men, ranging from tops and bottoms to versatile layering items. The denim offering is especially robust, with more than 200 fits including 50+ new styles. Highlights include 70s-inspired high-rise flares and low-rise baggy wide-leg jeans modeled by Sweeney herself—styles that merge retro appeal with contemporary flair.
One of the key highlights is “The Sydney Jean,” a limited-edition collaboration with Sweeney based on AE’s fan-favorite Dreamy Drape collection. A butterfly motif stitched on the back pocket symbolizes her support for domestic violence awareness. Notably, 100% of the proceeds from sales of these jeans will be donated to Crisis Text Line, a nonprofit providing free, 24/7 mental health support services.
Another standout item is a limited-run denim jacket inspired by a real-time tailoring moment during Sweeney’s campaign shoot. Blending her natural charm with AE’s signature style, the piece will be available beginning August 10 for $79.95.
American Eagle Outfitters, the parent company behind American Eagle, Aerie, OFFL/NE by Aerie, Todd Snyder, and Unsubscribed, currently operates stores across the United States, Canada, and Mexico. Additionally, the company continues to expand its global footprint through partnerships with licensees in over 30 countries, reinforcing its international presence and ongoing growth in the global retail market.
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