July 28, 2025
NEW YORK — Actress Sydney Sweeney is making headlines again — not for a viral moment, but for a meaningful fashion statement. The 27-year-old Euphoria and Anyone But You star is the face of American Eagle’s Fall 2025 denim campaign, which launched July 23 under the cheeky yet clever tagline: “Sydney Sweeney has great jeans.”
More than a play on words, the campaign marks a stylish return to classic denim while also promoting a serious cause. Sweeney sports 1970s-inspired flare jeans paired with a fitted denim jacket — a look the brand describes as “a return to essential denim dressing.” The standout piece of the collection is “The Sydney Jean,” a special-edition pair adorned with a butterfly motif stitched onto the back pocket.
According to American Eagle, the butterfly is more than a decorative touch — it symbolizes domestic violence awareness, an issue Sweeney is “deeply passionate about.” In a statement accompanying the launch, the brand noted that the campaign reflects Sweeney’s advocacy for supporting survivors and breaking the stigma around seeking help.
In a philanthropic move, 100% of the purchase price from The Sydney Jean will be donated to Crisis Text Line, a nonprofit organization that provides free, 24/7, confidential mental health support via text. Anyone in need can reach the service by texting 741741.
“Sydney wanted this campaign to stand for something beyond style,” said Jennifer Foyle, President and Executive Creative Director of American Eagle. “She’s using her voice — and her jeans — to support people in crisis, and we’re proud to partner with her.”
Sweeney, who has spoken in the past about mental health and the pressures of fame, said she hopes the campaign “makes people feel seen, supported, and strong.”
The collaboration comes as American Eagle continues its shift toward purpose-driven marketing. The Fall 2025 collection aims to blend vintage silhouettes with contemporary values — and the company says The Sydney Jean is already seeing high pre-order demand.
Critics and fans alike have praised the campaign’s dual focus on fashion and activism.
“Sydney is reminding us that style can be both cool and compassionate,” said fashion writer Lena Ortega. “In an industry often accused of superficiality, this is a meaningful twist.”
The Sydney Jean is now available online and in select American Eagle stores across the U.S. Shoppers are encouraged to act quickly — not just for the limited-edition look, but for the cause it champions.