Sydney Sweeney is yet again in the spotlight, this time for her latest advertising campaign with Jimmy Choo. The “Euphoria” actress showcased the luxury brand’s fall collection in a video shared on their Instagram, striking dynamic, dancer-like poses that flaunted handbags, heels, and a standout pair of boots. This campaign follows her recent, polarizing ad for American Eagle that stirred considerable debate.
In this new clip, Sweeney expertly draws the eye to the label’s accessories, demonstrating an artistic flair that has become her signature. “The Autumn 2025 campaign is a modern fable of feminine expression; a celebration of the transformative power shoes and accessories possess. We can play the role of whoever we want to be,” stated Jimmy Choo in the campaign caption. This emphasis on self-expression and transformation resonates strongly, inviting viewers to see fashion as a form of personal storytelling.
Sweeney’s choice to keep this campaign separate from her personal social media accounts suggests a calculated strategy, likely aimed at maintaining a distinct brand identity. While fans lauded her performance in the Jimmy Choo ad, offering glowing praise in the comments, there is little doubt that her reputation is still shaped by the recent backlash from the American Eagle campaign.
That earlier ad sparked controversy for its portrayal of beauty, as opinions were sharply divided. Critics argued it leaned too heavily on sexualized imagery and even suggested that it carried troubling undertones linked to eugenics and racial superiority themes. American Eagle did not shy away from the heat, defending the ad and its vision for inclusivity and confidence. The response from the public reflected a broader debate about the role of fashion in representing diverse identities and ambitions.
In contrast, the Jimmy Choo campaign appears to have evaded such scrutiny. It could be argued that the luxurious nature of the brand, paired with Sweeney’s artistic direction in the advertisement, allows for a more celebratory understanding of femininity. It seems that luxury fashion may provide a buffer against backlash, making it easier to showcase ideals of empowerment without drawing the ire faced by more mainstream brands.
Ultimately, Sydney Sweeney continues to navigate an evolving landscape in the fashion advertising world. As she balances her career with public perception, the reactions to both her projects reveal much about contemporary attitudes toward beauty, identity, and representation in advertising. The mixed reception of her campaigns signifies the challenges that come with being a prominent figure in an age where audience opinion is swift and vocal.
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