Sydney Sweeney Faces Career-Altering Controversy: What’s Next for the Rising Star?

Sydney Sweeney is experiencing a whirlwind of activity as she launches into what seems like the busiest phase of her career. Following standout performances in films like Echo Valley alongside Julianne Moore, she’s set to release two additional films in August: Americana and Ron Howard’s Eden, which features a star-studded cast, including Jude Law and Ana de Armas.

In September, she will showcase her work as both actress and producer in Christy, a biopic about a queer boxer, at the Toronto International Film Festival. This is followed by a role in Paul Feig’s psychological thriller The Housemaid. On top of these projects, fans can look forward to the final season of Euphoria in early 2026.

However, Sweeney’s recent success has been marred by controversy surrounding an American Eagle campaign she starred in, titled “Sydney Has Great Jeans.” Launched on July 23, the campaign featured Sweeney in various media formats, including ads and interactive content aimed at promoting a special jean model, with all profits going to a charity of her choice.

Criticism erupted across social media, particularly on TikTok, where some users claimed her ad perpetuated eugenics due to its playful wordplay and her appearance. This sparked widespread commentary, from casual users to high-profile figures, including Donald Trump, who lauded the ad while linking it to his own political stance.

Nathan Miller, CEO of Miller Ink, notes that American Eagle handled the backlash intelligently. Unlike brands of the past, which might have quickly apologized, they defended their message about jeans. “While everyone talked about her, she didn’t have to say much at all,” Miller explained.

Lucy Robertson, from Buttermilk agency, criticized the campaign, suggesting it missed an opportunity to delve deeper into Sweeney’s influence and instead relied on surface-level marketing. In today’s landscape, lasting collaborations, like Zendaya’s partnership with On, are what truly resonate and build brand loyalty.

Despite the noise, there’s uncertainty about how this backlash will affect Sweeney’s future partnerships. While many companies weigh their options in light of public opinion, Sweeney’s marketability remains strong—her previous campaigns have led to noticeable increases in brand awareness.

Recent studies show consumer responses to celebrity advertising are mixed, highlighting how vital it is for brands to resonate authentically with audiences. For American Eagle, the upcoming earnings report will reveal whether the controversy has positively or negatively impacted their sales.

In this rapidly evolving entertainment and brand landscape, Sydney Sweeney is navigating like a pro. While the campaign’s fallout has certainly stirred the pot, it seems all eyes are still on her—especially with an exciting slate of projects on the horizon.

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