Sydney Sweeney Fronts American Eagle’s Fall 2025 Denim Campaign

The tagline? “Sydney Sweeney Has Great Jeans.” And yes, it’s a cheeky double entendre. But beneath the pun lies a campaign built on authenticity, accessibility, and a touch of mischief—qualities Sweeney embodies with ease.

Shot in Los Angeles and styled by her longtime collaborator Molly Dickson, the campaign features Sweeney in high-rise flares, low-rise baggy cuts, and a standout denim jacket inspired by an on-set tailoring moment. The pièce de résistance? “The Sydney Jean,” a butterfly-embroidered style co-designed by Sweeney herself, with 100% of net proceeds benefiting Crisis Text Line.

In one ad, she buttons her jeans while riffing on her “genes.” In another, she does doughnuts in a powder-blue ’65 Mustang convertible. It’s denim with a wink, not a smirk—playful but never forced.

American Eagle’s CMO Craig Brommers calls her “the biggest get in brand history”, and it’s easy to see why. Sweeney’s duality—red carpet siren meets girl-next-door—is the perfect mirror for AE’s Gen Z and Millennial audience.

The campaign’s reach is staggering: 3D billboards in Times Square, a two-week Sphere activation, Snapchat try-ons, and a broadcast channel on Instagram where Sweeney speaks directly to fans. Even the men’s side of AE stores will feature her image, a nod to her cross-gender appeal.

But it’s not just about visibility—it’s about credibility. By hiring Dickson and leaning into stylized minimalism, AE is signaling a shift: from mall staple to fashion-forward denim authority.

So, is Sydney Sweeney redefining the jeans campaign—or just proving that great denim, like great casting, is all about the fit?