Business
American Eagle stock soars 20% as retailer says Sydney Sweeney campaign is ‘best’ to date, beats earnings

American Eagle said Wednesday its partnership with Sydney Sweeney has been its “best” advertising campaign to date as it announced fiscal second-quarter earnings that beat expectations.
The company’s splashy, yet controversial, campaign with the “Euphoria” star led to some criticism and blowback but the launch, coupled with a recent partnership with Taylor Swift’s new fiancé Travis Kelce, has led to new customer acquisition and positive traffic across channels.
American Eagle stock soared more than 20% in after-hours trading Wednesday.
“The fall season is off to a positive start. Fueled by stronger product offerings and the success of recent marketing campaigns with Sydney Sweeney and Travis Kelce, we have seen an uptick in customer awareness, engagement and comparable sales,” CEO Jay Schottenstein said in a news release. “We look forward to building on our progress and the continued strength of our iconic brands to drive higher profitability, long-term growth and shareholder value.”
The company also re-issued its full-year guidance after withdrawing it earlier this year. It now expects comparable sales to be approximately flat, better than the 0.2% decline analysts had anticipated, according to StreetAccount.
It still expects gross margin to be down for the duration of the year, but it made key changes to its outlook for operating income, which is bearing the brunt of the tariff impact. The company is now expecting its full-year operating income to be between $255 million and $265 million, down from a previous range of between $360 million and $375 million.
Here’s how American Eagle performed during the quarter compared with what Wall Street was anticipating, based on a survey of analysts by LSEG:
- Earnings per share: 45 cents vs. 21 cents expected
- Revenue: $1.28 billion vs. $1.24 billion expected
The company’s reported net income for the three-month period that ended Aug. 2 was $77.6 million, or 45 cents per share, compared with $77.3 million, or 39 cents per share, a year earlier.
Sales fell to $1.28 billion, down slightly from $1.29 billion a year earlier.
For the current quarter, American Eagle is expecting comparable sales to be up in the low single digit range, better than the 0.9% uptick analysts had expected, according to StreetAccount. It’s expecting the same trend during the fourth quarter.
So far this year, American Eagle’s performance has been marred by merchandising missteps, tariffs and an uncertain consumer that’s being more selective when spending money on products like clothes and shoes.
To turn things around, American Eagle launched its campaign with Sweeney ahead of the crucial back-to-school shopping season, but in some ways, that also backfired when it incited outrage from some customers.
The slogan American Eagle chose for the campaign — “Sydney Sweeney has great jeans” — led some far-left critics to say the remark was a double entendre and a nod to eugenics. Meanwhile, those on the right celebrated the campaign, leading President Donald Trump to weigh in and call it the “hottest” ad around.
More widely, the campaign also faced pushback from some who said the ads were overly sexualized and out of touch, leading them to wonder what type of consumer the company was targeting.
The campaign launched on July 23 at the tail end of American Eagle’s fiscal second quarter, but the company said it’s so far been a success, despite the pushback it received. The Sweeney campaign, along with the partnership it launched with Kelce, has led to “meaningful improvement in the business” with comps so far this quarter up in the mid-single digits. American Eagle said it’s gained 700,000 new customers and that traffic across channels has been “consistently positive” throughout August, despite some news reports indicating the contrary.
The Sweeney campaign has led to denim sellouts, double-digit traffic growth and increased awareness and engagement, the company said. The Sydney Jacket sold out in one day and The Sydney Jean, a custom style that donated 100% of proceeds to the Crisis Text Line, which provides mental health support, sold out in one day.
Meanwhile, American Eagle’s launch with Kelce, the Kansas City Chiefs tight end, the day after he announced his engagement to the pop star, drove three times more sales in one day than past collaborations did in a week, the company said. Many of the items, specifically ones worn by Kelce and his fellow athletes, sold out.
American Eagle’s partnerships with Sweeney and Kelce highlight the work the retailer is doing to stay relevant with consumers and cut through the noise as spending remains soft.
It’s also facing stiff competition from peers like Abercrombie & Fitch, Gap and Levi’s. Recently, Gap launched its “Better in Denim” campaign featuring Katseye and Kelis’s 2003 hit “Milkshake.” Meanwhile, Levi’s has had an ongoing campaign featuring Beyoncé while Abercrombie has taken a sports focus and partnered with the NFL.
Compounding American Eagle’s challenges is the uncertain tariff environment. American Eagle has been working to reduce its reliance on China to under 10% this year but it also has a heavy manufacturing presence in Vietnam and India, which have been the subject of reciprocal tariffs.
Business
Muhurat Trading 2025 Live Updates: Special One-Hour Market Session Today; RIL, HDFC Bank, SBI In Focus

Diwali Muhurat Trading 2025 Time Live Updates: The special one-hour Muhurat trading session on both the BSE and the NSE will take place between 1:45 pm and 2:45 pm on October 21, with a pre-opening session from 1:30 pm to 1:45 pm, as per exchange notifications. The new session also ushers in Vikram Samvat 2082, the Hindu New Year that begins on Diwali. Traditionally, trading during the ‘Muhurat’ session, the auspicious hour, is believed to bring prosperity and financial growth to investors.
According to official schedules, all trades executed during the Muhurat session will carry regular settlement obligations, meaning delivery and payment duties for buyers and sellers will be settled as on any normal trading day.
V K Vijayakumar, chief investment strategist at Geojit Investments Ltd, said, “The important takeaway from Samvat 2081 is India’s huge underperformance. Even though there are many reasons, including Trump tariffs, for this underperformance, the single major factor is the sharp decline in India’s earnings growth to 5 per cent in FY25 from average 24 per cent during the three years before that. Since ‘in the long run, the market is a slave of earnings’ the major trend, going forward, will depend on how earnings growth pans out. The fiscal and monetary reforms implemented this year has started showing results.”
Particularly, the sales of automobiles and white goods have shot up early this festive season and, if this trend sustains, earnings growth will be good at around 8 per cent to 10 per cent in FY 26, accelerating to around 15 per cent in FY27. If this expectation materialises, the market will rally in Samvat 2082 compensating for the underperformance of Samvat 2081. In the short run the market may get a leg up from a possible India- US trade deal, but the long-term trend will be dictated by earnings growth, he added.
Muhurat trading is a long-standing Diwali tradition first introduced by the Bombay Stock Exchange (BSE) in 1957, and later adopted by the National Stock Exchange (NSE) in 1992.
Historically, brokers performed Chopda Pujan, a ritualistic worship of account books, during this auspicious hour to mark the beginning of the new financial year with prosperity and good fortune.
Technical View
Rupak De, senior technical analyst at LKP Securities, said, “The market started with a gap-up (in the previous session on Monday) and remained volatile throughout the day. On the higher end, Nifty touched a high of 25,926 before closing around 25,850. Though there was some profit-taking at higher levels, the overall sentiment is likely to remain strong, with the potential to reach 26,000-26,200 in the short term. The technical setup remains positive as long as the index stays above 25,700, below which it may move back into consolidation.”
Business
Gold, Silver Prices Cool After Record Highs; Jewellery Sales Jump 35–40% During Dhanteras

Mumbai: Gold and silver prices fell on Tuesday as investors booked profits after both metals hit record highs in the previous session, even as festive jewellery sales during Dhanteras jumped 35–40 per cent across India.
Silver Exchange Traded Funds (ETFs), which had delivered stellar one-year returns of around 65–70 per cent, also saw a sharp correction as global prices cooled following improved physical supply and easing safe-haven demand.
Silver had turned hot earlier this month when global spot prices surged past $40 an ounce amid concerns of a physical shortage. The rally extended further, crossing $50 in mid-October.
However, by the end of last week, prices began to retreat as easing trade tensions reduced safe-haven demand. On October 17, silver prices in the US fell by over 6 per cent, and the correction soon spilled over into Indian markets.
According to the India Bullion and Jewellers Association (IBJA), silver prices in India fell 7 per cent on October 20, slipping from Rs 1,71,275 per kg to Rs 1,60,100 per kg. The decline directly impacted silver ETFs, which mirror domestic silver prices.
Data from Ace MF shows that silver ETFs logged steep single-day losses, with most funds dropping up to 7 per cent on October 20.
Analysts noted that the ETFs are now trading at or below fair value — a sign that investor demand has started to cool after months of heavy inflows.
Meanwhile, in the international market, gold prices also softened after touching record highs on Monday. Spot gold was down 0.3 per cent at $4,340.29 per ounce as of 0248 GMT, after hitting an all-time high of $4,381.21 in the previous session.
US gold futures for December delivery eased 0.1 per cent to $4,356.40 per ounce, as investors booked profits amid expectations of further interest rate cuts by the US Federal Reserve.
The Multi Commodity Exchange (MCX) will also observe special Muhurat trading today, October 21, with a pre-open session from 1:30 p.m. to 1:44 p.m., followed by the Muhurat trading window from 1:45 p.m. to 2:45 p.m.
Despite the short-term correction, festive demand for gold and silver remains strong. The All India Gem & Jewellery Promotion Council, said that around 50 to 60 tonnes of jewellery were sold nationwide over the two days of Dhanteras, generating nearly Rs 85 crore in sales.
It added that while the sales volume was similar to last year, the overall value grew by 35–40 per cent due to higher prices and rising consumer interest.
“Silver, in particular, has seen a remarkable surge, with sales nearly doubling this season. With Dhanteras coinciding with the weekend and followed by Diwali and Bhau Beej, the five-day festive period is expected to deliver exceptional results,” it mentioned.
“We anticipate total jewellery sales reaching 100 to 120 tonnes, valued between Rs 1 lakh crore and Rs 1.35 lakh crore,” they said.
Business
Muhurat trading top stocks to buy today: Stock market recommendations for October 21, 2025 – check list – The Times of India

Stock market recommendations on Muhurat trading day 2025: According to Somil Mehta, Head – Alternate Research, Capital Market Strategy, Mirae Asset Sharekhan, the top stocks to buy today on October 21, 2025 Muhurat trading are Manappuram Finance, and GMR Airport:Manappuram Finance – Buy in the range between Rs 287 & Rs 288; Stop Loss: Rs 274; Target: Rs 318Manappuram Finance has been forming a symmetrical Triangle pattern above 20&40 daily moving average and the stock is expected to resume the uptrend. Momentum indicators have also given a positive crossover below the zero line. The stock has been consolidating in a broad range since last month and has closed above 20 daily moving average i.e. 286, resuming the uptrend. Key resistance is 292 & 296 and support is at 283 and 275.GMR Airport – Buy in the range between Rs 91 & Rs 92; Stop Loss: Rs 88; Target: Rs 98GMR Airport has been consolidating in a range above 20 and 40 daily moving average and the stock is expected to resume the uptrend. Momentum indicators have also given a positive crossover above the zero line. The stock has been consolidating in a broad range since last month and has closed above 20 daily moving average i.e. 90, resuming the uptrend. Key resistance is at 94 and support is at 90 and 89.(Disclaimer: Recommendations and views on the stock market and other asset classes given by experts are their own. These opinions do not represent the views of The Times of India)
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