American Eagle Enlists Bollywood Stars for India-Centric 'Great Jeans for Everyone' Campaign

American Eagle Outfitters has made a bold move in the Indian market by launching its 'Great Jeans for Everyone' campaign, spotlighting the brand's denim heritage through a lens tailored to India's vibrant youth culture. Fronted by rising Bollywood stars Ananya Panday and Lakshya, who have been appointed as global brand ambassadors, the initiative emphasizes comfort, fit, and versatility in everyday denim wear.

Launched in December 2025, the campaign aims to deepen American Eagle's cultural relevance in India while showcasing how the country's young generation engages with denim in their daily lives. It presents jeans in their most essential form, focusing on easy fits and lived-in comfort that reflect confidence and individuality. Ananya Panday shared her enthusiasm, saying, "American Eagle's denim feels incredibly intuitive - it's relaxed, comfortable and effortless in a way that reflects how I genuinely like to dress. The campaign celebrates individuality without trying too hard, which is what makes it feel authentic." Lakshya echoed this sentiment: "For me, great denim is about ease and honesty, something that fits into real, everyday life without feeling restrictive. American Eagle's jeans feel lived-in from the first wear."

The campaign highlights a range of denim styles to cater to diverse preferences. For women, key silhouettes include the Ex Boyfriend Fit and Baggy Wide Leg, while men's options feature the Original Bootcut and Baggy Loose. These choices underscore the brand's commitment to accessibility and versatility, aligning with shifting youth preferences in India.

Created by Vayner Media and rooted in youth culture, the creative approach captures authentic storytelling through the natural chemistry of Panday and Lakshya. Distribution channels include digital-led media, partnerships, cinema outreach, and an exclusive guest-lister event in Mumbai. This multi-faceted strategy positions American Eagle strongly in the Indian market, where it has operated for seven years in partnership with Aditya Birla Lifestyle Brands.

What started as an India-led effort has quickly gained global traction. In a significant milestone, the campaign was featured on digital billboards in New York's Times Square, highlighting India's growing influence in international fashion. Yatin Athale, Brand Head of American Eagle India, noted, "Featuring this India-led campaign in Times Square is a significant milestone, reflecting India's growing importance in our global growth journey." The move underscores the universality of culturally rooted stories and the rising prominence of Bollywood talent on the world stage.

The reception has been positive, resonating with Gen Z and millennial consumers through its emphasis on authenticity and comfort. By blending American Eagle's denim legacy with Indian storytelling, the campaign not only strengthens the brand's presence in a fast-growing market but also elevates India as a creative force in global fashion.