When Brooke Shields famously said, “You want to know what comes between me and my Calvins? Nothing,” it lit a cultural firestorm, and catapulted Calvin Klein into pop culture history.

Flash forward to 2025, and American Eagle just played a very familiar hand.

Sydney Sweeney looks absolutely stunning in their latest denim campaign, but it’s the tagline, "Hot is back" which has people buzzing, debating, praising, criticizing… and most importantly (to the marketers), talking.

Whether you’re cheering it on or rolling your eyes, you’re part of the campaign now. That’s how emotional advertising works.

As the owner of a marketing agency, I can’t help but admire the execution. Nostalgia, boldness, beauty, and a built-in media cycle... all wrapped in denim.

To the agency behind this: hats off. You got what you came for.

-Steve Jahn
Founder, autogro.ai