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3w ago

Sydney Sweeney Fronts American Eagle’s ‘Syd for Short’ Jean-Shorts Campaign

American Eagle follows its record 2025 results with a sequel that routes net proceeds from two styles to a 24/7 mental health hotline.

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An image collage containing 2 images, Image 1 shows A woman with blonde wavy hair, wearing a white oversized shirt and blue jean shorts, smiles, Image 2 shows A young woman with blonde, wavy hair smiles and leans back slightly, wearing a white t-shirt and light blue distressed denim shorts, against a blue and cloudy background
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Overview

  • Sydney Sweeney returns in American Eagle’s 'Syd for Short' ads that spotlight jean shorts and include her winking line, 'What brand am I wearing?'
  • American Eagle says 100% of net proceeds from the Syd Jean and the Syd Short will go to Crisis Text Line, a free 24/7 mental health support service.
  • The two charity-linked denim styles feature butterfly details that the brand says honor domestic violence survivors.
  • Chief marketing officer Craig Brommers says customers wanted a new chapter and describes the sequel as a lighter, more joyful turn that encourages 'turning the volume down.'
  • The first Sweeney campaign drew criticism over a 'genes' wordplay yet delivered the brand’s best results, including $1.28 billion in quarterly revenue and a 22% stock jump, according to the company.