American Eagle have tapped A-list actress, Sydney Sweeney, in its latest fall denim collection under the tagline ‘Sydney Has Great Jeans.’ This is a match made in heaven and a perfect recruitment from American Eagle, as the actress caused a fan frenzy over the jeans she wore in the 2023 rom-com Anyone But You, with users across TikTok desperately attempting to find where the star gets her jeans.
American Eagle honours its denim heritage with the launch of this campaign, with Sweeney as the face of the collection, even recruiting her German Shepherd puppy Sully for a guest cameo. This collaboration is set to cause consumer buzz and anticipation, further solidifying American Eagle’s position as the go-to denim brand for Gen Z. By tapping Sweeney, whose influence spans not only Gen Z but also has multi-generational influence, American Eagle asserts its cultural relevance and broad appeal.
The “Sydney Sweeney Has Great Jeans” promotes the retailer’s best-selling and core product at the peak of the ‘back to school season’, an essential time for the purchase of core wardrobe staples. The campaign will be showcased through various forms of social media, such as AI-intelligent Snapchat filters that allow consumers to ‘try on’ the new collection. OOH displays are also prominent, featuring a takeover of the Sphere in Las Vegas and a 3D billboard in Times Square, where Sweeney will ‘interact’ with passersby by waving and pointing in an all-denim AE outfit.
The limited edition ‘Sydney Jean’ will also appear in the campaign, with a butterfly motif featured on the back pocket, representing domestic violence awareness, and in support, 100% of proceeds will be donated to the crisis text line. Styled alongside Sweeney’s very own stylist, Molly Dickson. Highly editorialised looks will be created by Dickinson and Sweeney to further showcase and bring the campaign looks to life.
This collaboration was teased throughout last week with postings around New York reading ‘Sydney Sweeney Has Great Genes’ with no branding, creating excitement and anticipation for what is to come. The postings were updated this week, with stunt doubles changing the word ‘Genes’ to ‘Jeans’ while adding nods to an American Eagle collaboration.
American Eagle’s strategic play to deepen cultural relevance and drive consumer engagement with this collaboration via social media buzz and interactive billboards cements why American Eagle remains a leader within the denim space. ‘Sydney Has Great Jeans’ isn’t just a catchy tagline; it’s a viral moment in the making. Sweeney proves to be one of the most in-demand brand partners in Hollywood, as this campaign blends star power, style and cultural relevance, positioning American Eagle at the centre of the fashion conversation.
