Sydney Sweeney is good for business at American Eagle , despite controversy.

The 27-year-old Euphoria actress made headlines after starring in July’s “good jeans” denim campaign for the brand, which some critics compared to promoting eugenics .

Now, the results of that collaboration are coming to light.

American Eagle stock jumped 25% after the company reported strong earnings on Wednesday (September 4), crediting the campaign for bringing attention to the brand.

“The fall season is off to a positive start. Fueled by stronger product offerings and the success of recent marketing campaigns with Sydney Sweeney and Travis Kelce , we have seen an uptick in customer awareness, engagement and comparable sales,” American Eagle CEO Jay Schottenstein said in an earnings rel

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