American Eagle’s Latest Campaign Boosts Stocks

American Eagle recently tapped into a timeless marketing truth: attractive women are great for modeling. After announcing that actress Sydney Sweeney would feature in their upcoming fall campaign, the company saw its stock rise over 4% on July 24th, as reported by CNBC.

The campaign is titled “Sydney Sweeney has some amazing jeans,” showcasing the actress in various striking poses while wearing denim. The visuals seem to resonate well with audiences on social media, sparking conversations and excitement.

Interestingly, Sweeney’s popularity is like a buoy, elevating even products linked to her. For instance, Dr. Squatch promoted a soap made with her actual bath water, dubbed “Sydney Bath Water Bliss.” They humorously addressed consumer demand, stating they created a limited edition soap due to popular request.

While some might raise eyebrows at the concept, there’s no denying the business sense in catering to enthusiastic fans. On platforms like X, some users suggest that Sweeney’s association with American Eagle indicates a shift away from the “woke” marketing strategies that many brands adopted in the mid-2010s.

For years, traditional brands seemed to be racing to undermine their own cultural significance. Jaguar’s sales plummeted following its shift towards a “non-binary” identity in late 2024, and Calvin Klein generated buzz with a large billboard in New York targeting new demographics. Notably, American Eagle itself has also broadened its appeal, previously introducing an extended size range in their campaigns.

Though it’s probably premature to declare a complete turnaround from controversial advertising, I can’t help but hope that American Eagle is keenly aware of this Sweeney effect.