American Eagle teams with Sydney Sweeney for interactive fall campaign
American Eagle is partnering with a rising Gen Z celebrity and influencer to promote its fall jeans collection.
The specialty apparel retailer, a banner of American Eagle Outfitters Inc., is launching its fall 2025 promotional campaign, "Sydney Sweeney Has Great Jeans," featuring actress Sydney Sweeney, star of the hit HBO series "Euphoria."
The roll out will be supported by omnichannel media strategies including 3D billboards where Sweeney will interact directly with passersby, a Snapchat lens where she speaks directly with Snapchat users, and artificial intelligence-enabled try-on technology so customers too can have great jeans.
"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, AE & 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."
In partnership with the brand, Sweeney’s long-time stylist Molly Dickson will dress her in a curated denim wardrobe including new limited-edition pieces and more than 200 fits of American Eagle jeans.
As part of the campaign, American Eagle will offer "The Sydney Jean," a limited-run item from its Dreamy Drape franchise, produced in collaboration with Sweeney. A butterfly motif on the back pocket of the jean represents domestic violence awareness, and 100% of the purchase price from "The Sydney Jean" will be donated to Crisis Text Line, a nonprofit offering free, 24/7, confidential mental health support via text.
"There is something so effortless about American Eagle – it’s the perfect balance of being put-together but still feeling like yourself," said Sydney Sweeney. "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."
American Eagle builds on Snapchat collaboration
American Eagle has been running social promotions in conjunction with Snapchat for several years. Currently, the retailer is including more than 800 retail stores across the U.S. as Promoted Places on the Snap Map location-sharing feature.
[READ MORE: American Eagle features stores on Snapchat for back-to-school promo]
American Eagle is also launching an augmented reality try-on Lens (virtual animations overlaid on a Snapchat photo) for jeans available in the Snapchat Lens carousel and the retailer’s public profile.
The retailer opened a store on the platform in 2021, and in November 2022 debuted a virtual Snapchat experience, "Destination Holid@e," that let users decide where would spend the holidays. Based on their answer, Snapchat virtually showcased their destination and showed them a recommended outfit from American Eagle.
The retailer also utilizes customizable technology from Kargo to automate design personalization and create distinct ads tailored for its core Gen Z consumer base that it delivers via Snapchat at scale, and has partnered with Snapchat to offer a shoppable AR Lens showcasing select styles from a curated resale collection offered in conjunction with ThredUp..
American Eagle parent American Eagle Outfitters Inc. (AEO) operates stores in the U.S., Canada, Mexico, Hong Kong and Japan, and ships to approximately 80 countries worldwide through its websites. American Eagle and Aerie merchandise also is available at more than 260 international locations operated by licensees in approximately 30 countries.
