In the fast-shifting world of fashion deals and celebrity moves, one partnership is turning more heads than others. American Eagle has made a maneuver that is anything but casual, as the very popular fashion brand has tapped Sydney Sweeney for a collaboration. The buzz around the deal is loud, and the stakes are high, but the real story lies not in the apparel but in the dollars behind it.

Whispers around Sydney Sweeney’s American Eagle deal suggest a sum far from laid-back.

The exact financial details of Sydney Sweeney’s latest brand collaboration have not been publicly disclosed yet. Still, given the scale of the marketing campaign set at American Eagle, the figure is sure to set a benchmark for celebrity endorsements in the future. Titled 'Sydney Sweeney Has Great Jeans,' the campaign promotes the brand’s core product through various social media platforms, including a special AI-powered Snapchat try-on experience, CMO Craig Brommers told Marketing Dive. The fast fashion label also plans an extensive out-of-home campaign, including a $1.3 million, two-week Sphere takeover in Las Vegas featuring the actress.

Notably, American Eagle brings Sydney Sweeney on board to advertise their jeans ahead of a crucial back-to-school season, which marks the highest sales of jeans throughout the year. CMO Brommers described the frame as the Super Bowl for jeans sales, and hence, the brand is maximizing efforts to make the most of it despite the ongoing economic uncertainty. The entity appears confident in Sweeney to be able to sell their limited-run Dreamy Drape bottoms, as well as a limited-edition denim jacket alongside their fall collection, as he spoke highly of the Euphoria icon's appeal among the masses.

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American Eagle’s top brass is backing Sydney Sweeney with full force to deliver the best for the brand.

Not only has American Eagle collaborated with Sydney Sweeney in the capacity of a business and an endorser, but the brand wishes for the actress to engage in a wholehearted partnership. Hence, of the three earlier mentioned product lines: the jeans, the denim jacket, and the fall collection, the middle stretch is reportedly inspired by Sweeney’s on-set style. “Sydney Sweeney has shown that there is no red carpet, there is no premiere, there is not a cultural event that she does not stand out,” said the American Eagle CMO. He added said he wants their denim too to strike a balance between being effortlessly casual when needed, yet stylish enough to stand out when it matters.

Sydney Sweeney, who recently generated a substantial amount of money from a personal care brand by collaborating on a soap made from her bathwater, is expected to deliver even greater returns for American Eagle. While only time will tell if that happens, one thing is clear —Sweeney will come out as only a victor out of this collaboration, given her paycheck is expected to be nothing short of extraordinary.

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What are your thoughts on Sydney Sweeney bagging the pricey American Eagle deal? Let us know in the comments!