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American Eagle launched its Fall '25 campaign fronted by actress Sydney Sweeney, "Sydney Sweeney Has Great Jeans," spanning over 200 jeans styles, a limited-edition denim jacket and a charity collaboration, and igniting a national debate over its wordplay and imagery within days.

American Eagle said its "Sydney Sweeney Has Great Jeans" campaign, alongside a Travis Kelce partnership, drove an uptick in customer awareness, engagement and comparable sales, as the retailer topped second-quarter fiscal 2025 profit expectations even as total revenue slipped 1%.