Sydney Sweeney Unveils Her First Denim Collection as the Face of American Eagle’s Bold Fall Campaign

23 July 2025

Hollywood star Sydney Sweeney, long known for her natural charm and relatable style, is stepping into fashion in a new way this fall as the lead face and co-designer of American Eagle’s most ambitious denim campaign to date. Titled Sydney Sweeney Has Great Jeans, the campaign celebrates relaxed, lived-in denim with Sweeney starring in a variety of laid-back, effortlessly stylish ensembles that reflect her signature jeans-and-T-shirt aesthetic.

Sweeney, 27, admits she was a self-proclaimed "sweats girl" who rarely wore jeans—until she discovered the comfort of American Eagle denim. In an exclusive chat with People, she described the jeans as so cozy she wore them on a plane and declared them the most comfortable pants she’s ever owned. Styled by Molly Dickson, her campaign wardrobe includes a modern Canadian tuxedo, relaxed baggy cuts, and understated distressed pairs—all shot with a casual, natural vibe that even included her dog, Sully.

More than just expanding her wardrobe, Sweeney took an active role in design. She collaborated with American Eagle to create The Sydney Jean, a limited-edition Dreamy Drape style featuring a butterfly motif on the back pocket as a symbol for domestic violence awareness. All proceeds from this special edition jean will support Crisis Text Line, a nonprofit offering 24/7 mental health support.

Industry insiders confirm the campaign represents American Eagle’s most expensive advertising push yet. The brand will spotlight Sweeney across a host of media channels, including immersive out-of-home initiatives like a 3D Times Square billboard, a presence at the Las Vegas Sphere, and a virtual try-on lens via Snapchat and BeReal, all leading up to the critical back-to-school season.

Sydney’s design vision centers on jeans that feel like sweatpants but look polished and versatile. She sought a relaxed fit that could be dressed up or down, mirroring the duality of her on-screen roles and personal style. This approachable yet refined denim approach aligns with broader trends toward comfortable yet fashionable clothing a direction Sweeney has championed alongside the brand.

Her involvement carries additional meaning beyond fashion. Inspired by her role portraying boxer and domestic violence survivor Christy Martin, she chose the butterfly motif for The Sydney Jean to raise awareness of domestic abuse. With proceeds dedicated to Crisis Text Line, the campaign amplifies a message of empowerment and mental health advocacy.

American Eagle’s campaign rollout includes over 200 new denim styles, with 50 featured in the initial Sweeney-curated fall collection. Items range from low-rise baggy legs to classic high-rise flares, including a denim jacket and matching looks styled to reflect Sydney’s authentic fashion sensibility. Jennifer Foyle, AE’s Executive Creative Director, praised the pairing of Sweeney’s “allure” with the brand’s easygoing yet edgyDNA.

CEO and marketing leaders expect the campaign to rekindle brand loyalty among Gen Z and millennial shoppers. Their goal is to reassert American Eagle as a denim authority with authenticity and purpose an effort viewed as essential amid economic uncertainty in retail. The co-branded jean design, mental health messaging, and immersive media strategy offer a multi-layered approach aimed at generating both sales and cultural resonance.

In stepping forward as both muse and designer, Sweeney extends her influence beyond screens and red carpets, inviting fans into her personal style world. She remains true to her roots: the timeless combination of quality denim, casual confidence, and an unwavering sense of self. The Sydney Jean represents her first tangible creation, a pair of jeans that’s meant to mirror the ease of her lifestyle while carrying a message of awareness and empathy.

As those jeans hit store racks this fall, expect Sydney Sweeney Has Great Jeans to become more than just a fashion campaign it’s a narrative of comfort, authenticity, and purpose woven into fabric. Between her acting projects and newfound design advocacy, Sweeney is proving that who she is off-camera is as influential as her roles on-screen.