Sydney Sweeney Stars in American Eagle’s Fall 2025 New Campaign

Sydney Sweeney is the face of American Eagle’s fall 2025 campaign, unveiled Tuesday, marking the retailer’s largest celebrity collaboration to date. The campaign, titled “Sydney Sweeney Has Great Jeans,” highlights the Euphoria star’s personal connection to denim and introduces a limited-edition line with a philanthropic twist.

Known for her roles in Euphoria and Anyone But You, Sweeney steps into a more personal role this season, co-designing a capsule that includes “The Sydney Jean,” a relaxed-fit style featuring a butterfly stitched onto the back pocket—symbolizing domestic violence awareness. According to the brand, 100 percent of proceeds from the jean will benefit Crisis Text Line, a nonprofit supporting mental health and abuse survivors.

“There is something so effortless about American Eagle—it’s the perfect balance of being put-together but still feeling like yourself,” Sweeney said in a statement. “They’ve literally been there with me through every version of myself.”

The campaign also features a denim jacket co-designed with her longtime stylist Molly Dickson, inspired by a real-time tailoring moment. With Y2K aesthetics trending across Gen Z, American Eagle is tapping into the nostalgia economy while aligning itself with new cultural icons. The brand, once a mall staple of the early 2000s, is positioning itself for relevance among a younger generation by linking with a figure who resonates across fashion and pop culture.

Sweeney, who described herself as “definitely a jeans and T-shirt girlie,” told InStyle that the new fit was designed to feel “comfortable, loose, and free.” The partnership follows her collaborations with high-end labels such as Miu Miu, Armani Beauty, and Jimmy Choo, signaling American Eagle’s intent to blend mainstream accessibility with Hollywood cachet.

The campaign is rolling out across digital and in-store platforms this week and is expected to anchor American Eagle’s fall sales strategy. “They’re the comfiest jeans I’ve ever worn,” Sweeney told People. “I don’t know why anyone wears anything else.”