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April
15 (Reuters) - American Eagle Outfitters shares jumped on Wednesday after the denim retailer unveiled a second campaign with "Euphoria" star Sydney Sweeney, a year after a viral and controversial ad featuring the actress fueled a stock rally.
* Shares of the company rose 5% in premarket trading afterthe announcement. * American Eagle is partnering with Sweeney for its summerseason denim shorts collection that includes low-rise shorts andsuper low-rise micro "skorts". * The first ad with the actress, called "Great Jeans", facedsocial media criticism, but has helped the company's shares rise77% since it was launched in July 2025. * Revenue also jumped 37% in the six months through Januaryafter the first campaign was launched, compared with a 24% risein the same period a year earlier. * Apparel and accessories companies such as American Eagleand Tabby handbag maker Tapestry have leaned on celebritycollaborations to appeal to affluent Gen-Z customers willing tospend on pricier nice-to-have items. * The new campaign, called "Syd for Short: American EagleJean Shorts," is the denim retailer's latest effort to boostdemand as it navigates lingering pressure from tariff-linkedcosts. * American Eagle in March forecast annual sales aboveestimates, helped by marketing-driven demand for its apparel andaccessories from affluent shoppers. * The "Great Jeans" campaign was rolled out just a couple ofmonths after American Eagle pulled its annual targets citingpressure from tariff-related costs. * U.S. President Donald Trump told reporters last year, "IfSydney Sweeney is a registered Republican, I think her ad isfantastic."(Reporting by Sanskriti Shekhar and Juveria Tabassum in Bengaluru; Editing by Jonathan Ananda)
