Sydney Sweeney is in the spotlight this season, albeit with some complications.
The actress, who has received two Emmy nominations, is set for a busy period in her burgeoning career. Following her significant role alongside Oscar-winning actress Julianne Moore in the Apple TV+ film Echo Valley, Sweeney has two films releasing on consecutive weekends in August: Americana directed by Tony Tost, and Ron Howard’s historical thriller Eden, featuring stars like Jude Law and Ana de Armas.
September will bring the world premiere of David Michod’s biopic Christy, where Sweeney plays a queer boxer and also serves as a producer. This will be followed by her role in Paul Feig’s psychological thriller The Housemaid opposite Amanda Seyfried. Exciting early footage from this film wowed audiences at CinemaCon. Also on the horizon is the final season of Euphoria, the series that catapulted her to fame, expected in early 2026.
Surprisingly, a harmless denim campaign has turned into a cultural flashpoint, igniting debates across social platforms and even drawing responses from figures like Lizzo and Donald Trump. This all unfolded after American Eagle launched its “Sydney Has Great Jeans” campaign on July 23, which included involved print ads and innovative digital features, with all proceeds from a jean line going to a charity of Sweeney’s choice.
Almost immediately, some TikTok users found offense in a specific campaign clip where Sweeney comments on genes and jeans, claiming it promoted eugenics due to her appearance. While many dismissed these claims, the ensuing discussions gained traction, spilling over into mainstream media, from talk shows to even the White House, after reports revealed Sweeney’s Republican registration in Florida.
Trump noted on Truth Social, “Sydney Sweeney, a registered Republican, has the ‘HOTTEST’ ad out there… Being WOKE is for losers.” His comments followed American Eagle’s defense of its campaign, stating it was purely about jeans. Thus far, Sweeney remained silent on both the campaign and the backlash, though she returned to Instagram to share artistic shots from her film Americana with her extensive follower base.
Experts suggest that Sweeney currently needs to tread carefully. Nathan Miller, a strategic communications CEO, believes that American Eagle’s handling of the controversy was savvy, noting how the brand didn’t apologize. He suggests that if Sweeney does address her political affiliations, a simple statement that she prefers to keep her politics private would suffice. Meanwhile, Lucy Robertson from Buttermilk critiques the campaign’s messaging, arguing it falls into outdated beauty ideals, suggesting Sweeney’s strategy should focus more on long-term brand partnerships rather than one-off endorsements, as seen with her peers.
