Sydney Sweeney has lit a fire under the fashion world and Wall Street is feeling the heat. The Euphoria and Anyone But You actress has become the face of American Eagle’s fall 2025 campaign, and her influence is proving lucrative. Within hours of the campaign launch, American Eagle’s stock surged by more than 10 percent, fuelled by retail investors and online buzz.
The campaign, cheekily titled Sydney Sweeney Has Great Jeans, features the 27-year-old star in nothing but denim. The centrepiece is The Sydney Jean, a limited-edition design that includes a butterfly detail symbolising support for domestic violence awareness. All proceeds from the jeans will be donated to Crisis Text Line, a nonprofit offering mental health support.
“I wanted to do something in support of a cause that was really important to me,” Sweeney told InStyle. Her message of empowerment and authenticity is resonating with Gen Z audiences; a demographic American Eagle has been desperate to reclaim.
“There is something so effortless about American Eagle,” she said. “It is the perfect balance of being put together but still feeling like yourself.” That balance seems to be working. Reddit communities like WallStreetBets quickly took notice, with users praising both the campaign and the potential investment opportunity.
The retailer, navigating an environment of cautious consumer spending and tariff uncertainty, appears to be banking heavily on this celebrity push. Industry analysts have called the campaign American Eagle’s most ambitious and expensive to date. It is running across high-visibility platforms including the 3D Sphere display in Las Vegas.
Whether the hype leads to lasting sales remains to be seen, but one thing is certain; Sydney Sweeney’s star power has delivered an immediate financial jolt. She’s modelling jeans and moving markets at the same time.
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