_updates.jpg)
Sydney Sweeney, iconic star star who is best known for her famous role in Euphoria, recently turned heads this summer when her first denim campaign became an instant sell out.
The actress fronted a line launched in July with the cheeky tagline “Sydney has great jeans,” as shoppers rushed to grab the collection and some items were gone in less than 24 hours.
The buzz quickly spread across TikTok, late night shows and even reached the White House.
The hype around the actress’ campaign helped the retailer deliver stronger than expected second quarter results.
On Wednesday, the company reported that its stock jumped 25 percent in after hours trading. Chief Executive Jay Schottenstein pointed to “the success of recent marketing campaigns with Sydney and Travis Kelce” as a major reason for the growth.
Chief Marketing Officer Craig Brommers told analysts, “Sydney Sweeney sells great jeans,” while sharing that her campaign drew more than 40 billion impressions worldwide.
However, the spotlight continued in August when the brand partnered with Kansas City Chiefs star Travis Kelce and his first appearance came just days after announcing his engagement to Taylor Swift, which brought even more attention.
Together, the two campaigns gave the company a level of buzz it hasn’t not seen in years.
Despite earlier struggles, executives said they were now focused on turning the excitement into lasting loyalty. “A brand campaign is not to be judged in just one day, one week, or even one month,” Brommers said.