Sydney's Jeans Sell Out, Kelce Drops Rings and Shirts
American Eagle's denim drama danced out of the runway and into Wall Street wallets. In Q2 ending August 2, their earnings pulled a respectable 15% rise to 45 cents per share, while net revenue and comparable sales dipped by a humbling 1%. CEO Jay Schottenstein hailed Sydney Sweeney's controversial late-July 'great jeans' campaign as iconic and a customer magnet. Despite beef about 'regressive' beauty standards and eugenics thrown at this denim dust-up, Sydney's jeans sold out in days and set the brand’s best Labor Day on fire. Then, because why not, August 27 saw NFL star Travis Kelce and Taylor Swift’s newest fiancé team up with AE for a collab drop that made the CFO sing the praises of celebrity mojo. Analysts remain skeptical if jeans-celebrity fairy dust will fuel long-term magic, but marketers insist Sydney and Kelce aren't going anywhere except straight to your shopping carts.
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Nothing says 'denim destiny' like jeans selling out amid eugenics backlash while a football star drops an engagement and a clothing line in the same week. American Eagle: proving how celebrity style beats clever business strategy every time.
Buying jeans because Sydney Sweeney wore them isn’t just fashion, it’s a thesis on how much we’ll spend to mask self-respect issues behind celebrity approval.
When your skinny jeans cause more shareholder euphoria than your actual profit margins, congratulations, advertising has officially peaked.
Source: Businessinsider | Published: 9/3/2025 | Author: Jordan Hart
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