Sydney Sweeney has been steadily climbing the Hollywood ranks with a mix of buzzy TV shows, high-profile films, and a long list of brand partnerships. Known for her standout roles in Euphoria — for which Zendaya got a shocking amount of money, The White Lotus, and Anyone But You, the actress has been a regular on red carpets and streaming platforms alike.
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But despite her prolific work and burgeoning influence, Sweeney has recently found herself in the spotlight for reasons beyond acting. Her latest ad campaign with American Eagle has ignited a wave of online debate, forcing the public to re-examine her brand affiliations and past statements. Here’s a look at what sparked the uproar, and how this isn’t the first time she’s made headlines beyond Hollywood.
The American Eagle campaign that sparked the internet
On 23 July 2025, American Eagle launched its 'Sydney Has Great Jeans' campaign, featuring Sweeney in a playful denim ad that was designed to be cheeky and irreverent. It included everything from 3D billboards to Snapchat filters, and even a limited-edition ‘Sydney Jean’ with proceeds going to charity.
In one clip, Sweeney delivers a line with deliberate intonation:
Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour. My jeans are blue.
However, what was meant as a clever pun quickly turned controversial. As reported by The Hollywood Reporter, a number of TikTok users accused the campaign of promoting eugenicist imagery due to Sweeney’s blonde hair and blue eyes. Although many dismissed the claims as overblown, the debate spiralled, catching attention from mainstream outlets and even political figures.
Donald Trump took to Truth Social to post:
Sydney Sweeney, a registered Republican, has the "HOTTEST" ad out there. It’s for American Eagle, and the jeans are "flying off the shelves." Go get ‘em Sydney!
American Eagle issued a response on 1 August, clarifying via Instagram that:
Sydney Sweeney Has Great Jeans is and always was about the jeans.
Sweeney, meanwhile, has remained silent, choosing instead to shift focus back to her work by promoting her film Americana with behind-the-scenes images.
Sweeney’s history with public scrutiny and money talk
This isn’t the first time Sweeney has found herself at the centre of public scrutiny.
In 2022, she gave a widely discussed interview to The Hollywood Reporter, but it was a 2025 Guardian article that revisited and contextualised her financial revelations. She said:
I don’t have someone supporting me, I don’t have anyone I can turn to, to pay my bills or call for help.
If I just acted, I wouldn’t be able to afford my life in LA. I take deals because I have to.
As covered by The Guardian, her openness about money and industry economics was striking. She outlined expenses such as agent fees, publicist retainers, and stylist costs that, for many rising actors, make brand deals more necessity than a luxury.
This pragmatic approach has led her to partner with a variety of brands—including Miu Miu, Dr Squatch, and Baskin-Robbins—sometimes to mixed reactions.
Over the years, Sweeney has also been at the heart of other online debates. From her SNL sketch poking fun at body image stereotypes to wearing a sweatshirt with the phrase 'sorry for having great tits and correct opinions', she's leaned into self-awareness as both shield and strategy. But with the recent ad fallout and the revelation of her 2024 Republican registration in Florida, public conversations around her image and intent have intensified.
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Sources used:
The Guardian: Sydney Sweeney: the Hollywood up-and-comer who started a culture war
The Hollywood Reporter: Sydney Sweeney Just Had the Biggest Controversy of Her Career. Now What?
