American Eagle’s Campaign with Sidney Sweeney Boosts Stock

American Eagle has tapped into a timeless insight: attractive women are great models. The brand saw its stock rise by over 4% on July 24 after a positive start in pre-market trading, especially following the announcement that actress Sidney Sweeney would be starring in their fall campaign.

The campaign, titled “Sydney Sweeney has some amazing jeans,” showcases Sweeney in various eye-catching poses that seem to resonate well with audiences. Some viewers have reacted positively, indicating a connection with the promotional material.

Sweeney’s star power stands out, similar to how personal care brand Dr. Squatch recently made headlines by introducing a soap infused with her bath water, humorously named “Sydney Bath Water Bliss.” This limited edition soap was created in response to demand from fans.

While there are inevitable criticisms regarding the campaign, it’s important for businesses to meet consumer desires. Some users on social media are suggesting that Sweeney’s involvement signifies a shift away from the more subdued marketing strategies that became common in the mid-2010s.

For a long time, traditional brands seemed to rush towards less appealing marketing approaches. Jaguar, for instance, faced a significant drop in sales after shifting its branding in late 2024. Similarly, Calvin Klein took a bold step with a large billboard featuring a diverse model lineup, which appears to have confused its customer base. American Eagle, through its fall 2019 campaign, aimed to address body inclusivity by offering a wider range of sizes.

While it might be premature to declare a complete turnaround in marketing aesthetics, one can hope that American Eagle is keenly observing this recent buzz surrounding Sidney Sweeney.