Sydney Sweeney Has Great Jeans

American Eagle, a US clothes manufacturer, hired the actress Sydney Sweeney for their autumn 2025 denim campaign. The campaign led to an increase in sales, attracting nearly a million new customers between July and September. The two products in the adverts, named after Sweeney, sold out – the denim jacket in a day and the jeans in a week.

Whether due to the use of a somewhat suggestive advert with a well-known and attractive actress, or a play on words (genes and jeans) that some interpreted as being controversial, by early September the campaign had generated 40 billion impressions. American Eagle’s sales rose 60% in six months. The company is delighted.

What does this have to do with the readership of Currency News™? What can we learn from sex and controversy?

The war on cash

To differing degrees but almost universally, the use of cash for transactions is falling. In some countries this fall is putting the business model and the viability of the cash cycle under significant pressure.