Sydney Sweeney, the breakout star best known for her acclaimed role in Euphoria, has proven once again that her influence extends far beyond Hollywood.
This summer, Sydney became the face of a new denim campaign that instantly turned into a phenomenon, selling out within hours of its July launch.
The cheeky tagline, “Sydney has great jeans,” resonated with shoppers and quickly went viral. Fans rushed to get their hands on the collection, with several pieces disappearing in less than 24 hours. The buzz was so strong that it spread across TikTok, late-night talk shows, and, surprisingly, even caught the attention of the White House.
The impact of the campaign was felt on Wall Street as well. On Wednesday, the retailer behind the collaboration announced stronger-than-expected second quarter results, reporting a 25 percent surge in after-hours trading. CEO Jay Schottenstein credited the growth largely to “the success of recent marketing campaigns with Sydney and Travis Kelce.”
Chief Marketing Officer Craig Brommers highlighted just how powerful the campaign was, telling analysts, “Sydney Sweeney sells great jeans,” while revealing that her denim ads generated over 40 billion impressions worldwide.
The momentum continued into August when the brand introduced its next face, NFL star Travis Kelce, whose campaign coincided with his engagement to Taylor Swift—adding even more media attention.
Executives believe the back-to-back campaigns featuring Sydney and Kelce mark a turning point for the brand. As Brommers explained, the ultimate goal now is to transform short-term excitement into long-term customer loyalty.