Soon after the ads found their way onto social media, the stock price of American Eagle surged by 10 per cent. And some of that success is going to a good cause: 100 per cent of the profits made on the limited-edition ‘Sydney Jean’ shape will go to the US-based Crisis Text Line, supporting survivors of domestic violence.

The campaign which was rolled out on Wednesday places Sweeney at the center of American Eagle’s denim-focused marketing push.