American Eagle Outfitters (NYSE:AEO) shares rose around 1% after the company unveiled its latest summer marketing campaign featuring actress Sydney Sweeney.
The campaign, titled “Syd for Short: American Eagle Jean Shorts,” highlights denim shorts as a key seasonal staple. It builds on the brand’s ongoing collaboration with Sweeney, presenting her in relaxed, everyday environments wearing American Eagle’s denim styles.
“From the free-spirits of the 1970s to the trendsetters of today, jean shorts have been the highlight of summer fashion for generations and no one perfects the warm-weather style like American Eagle,” said Jennifer Foyle, President and Executive Creative Director, AE & Aerie.
The campaign showcases core products such as the Low-Rise Shortie and promotes the brand’s wide selection of shorts, which includes more than 200 styles and washes across both women’s and men’s ranges. For the summer season, American Eagle is also introducing over 850 new items centered on casual denim and adaptable tops.
This initiative marks Sweeney’s second consecutive campaign tied to custom denim pieces supporting Crisis Text Line, a nonprofit focused on providing free mental health assistance. The ‘Syd Jean’ and ‘Syd Short’ designs feature a butterfly motif symbolizing support for survivors of domestic violence, with American Eagle committing 100% of proceeds from these items to the organization.