Last year’s standout marketing campaigns included one with Sydney Sweeney that sparked backlash over accusations of promoting “pro-eugenics” ideals. But the company credits that campaign, as well as its collaboration with Travis Kelce, with boosting customer loyalty by 4% in recent earnings reports.

The Langley campaign, which launched the same week that her song “Choosin’ Texas” reached No. 1 on Billboard’s Hot 100 chart, is already generating an impact, Brommers said.

“The jean styles that Ella is wearing in the campaign have shot up to [become] the best sellers of the American Eagle denim assortment,” Brommers said. “So what Ella wears, our customer wants to buy, which is really exciting.”