Sydney Sweeney heats up Wall Street: Her steamy Jeans campaign sends American Eagle stock skyrocketing

Sydney Sweeney starred in a steamy photo shoot where she stripped down to just jeans in American Eagle’s bold new fall 2025 campaign, cheekily titled “Sydney Sweeney Has Great Jeans.” On Wednesday, American Eagle unveiled its fall 2025 campaign, featuring the “Euphoria” star, who posed in her denim — sans top.

American Eagles Outfitters surged 10 percent Thursday after it unveiled a new denim campaign with Sydney Sweeney, reports news agency Reuters. The apparel retailer bets on the "Euphoria" and "The White Lotus" actress to reconnect with Gen Z shoppers and boost sales.

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Sydney Sweeney steamy photo shoot for American Eagles

The ad shows Sydney Sweeney in a limited-edition denim jacket, priced at $80, inspired by her on-set style, which she wore open without anything underneath. Sweeney modeled a pair of wide-leg jeans ($90) that she designed, dubbed “The Sydney Jeans,” of course, which feature a butterfly on the back pocket that represents domestic violence awareness.

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American Eagles has partnered with Sweeney for its fall season denim collection that includes a limited-edition denim jacket as well as a "The Sydney Jean." The campaign, called "Sydney Sweeney Has Great (American Eagle) Jeans," is the company's latest effort to revive demand as it navigates muted consumer spending and higher potential costs due to tariffs.

"(The campaign) is its bid to stand out more and make some noise. Denim is popular right now, so putting money behind marketing it makes sense for American Eagle," GlobalData managing director Neil Saunders was quoted as saying by news agency Reuters.

Sydney Sweeney's campaign is reportedly the company's most expensive campaign to date, will also run across the exosphere of Las Vegas's 3D display orb Sphere. According to a press release, 100% of the purchase price will be donated to Crisis Text Line, a nonprofit organization that provides 24/7 mental health support.

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“There is something so effortless about American Eagle – it’s the perfect balance of being put-together but still feeling like yourself,” the actress said in a statement, speaking about her favorite denim.

“It’s rare to find a brand that grows with you, the way American Eagle has for generations,” she continued. “They have literally been there with me through every version of myself.”

Sydney Sweeney shared a campaign video on her Instagram with the caption, “i have great jeans…now you can too”. “I wanted to do something in support of a cause that was really important to me,” she told InStyle.