• by Sarah Mahoney , over 1 hour ago

American Eagle, already on a marketing hot streak, is looking to extend its momentum with a new campaign featuring rising country music artist Ella Langley. The effort builds on what the retailer describes as the growing crossover between fashion and country music culture, with Langley introduced as the brand’s new “Denim Darlin’.”

Langley is also set to appear at the country music festival Stagecoach, which American Eagle is sponsoring. In a moment of marketing serendipity, ads began breaking just as Langley became the first woman to simultaneously top Billboard’s Hot 100, Hot Country Songs, and Country Airplay charts with “Choosin’ Texas.” The campaign includes a curated collection highlighting some of the singer’s favorite looks.

The campaign launches after a record holiday season for the Pittsburgh-based retailer, capping months of heightened visibility from high-profile advertising partnerships. However, much of the company’s recent gains came from Aerie, its intimates banner, where sales rose 11%, as well as Offline, its activewear brand. In its most recent quarterly results, revenue at the American Eagle banner itself increased just 1%.

While denim sales remained strong, the company said other categories faltered. “Non-denim bottoms, shirts, and dresses proved more challenging,” management noted.

The company, which previously faced a ferocious media debate over actor Sydney Sweeney’s campaign built on a “great genes/great jeans” pun that some critics said evoked racial and eugenics-related undertones, used the call to defend increased marketing spending.

“By collaborating with high-profile partners who are defining culture, we are attracting more customers and have more eyes on the brand than ever before,” said Jennifer Foyle, president and executive creative director. Combined, the Sydney Sweeney and Travis Kelce partnerships generated more than 44 billion impressions, the company said. Total customer counts increased across brands, while customer loyalty grew 4% during the quarter.

The retailer is also expanding its roster of athlete partnerships. Last month, American Eagle announced its first multi-year athlete deal, signing international soccer star Lamine Yamal to a five-year contract as global brand ambassador.