Photo Credit: Getty Images
Sydney Sweeney has returned as the face of Jimmy Choo, fronting the British luxury brand's Autumn 2025 campaign after a controversial American Eagle advert sparked backlash.
The Euphoria star features in a series of striking visuals and short film vignettes that place her in multiple roles — stretching at a ballet bar, rehearsing lines in a studio, and even smashing through a corporate office. The campaign showcases key styles from the season, including Jimmy Choo's buttermilk leather Hart Knee Boot 85s, priced at nearly $1,800, as well as an embellished chunky loafer.
Sandra Choi, Jimmy Choo's creative director, described the vision behind the campaign, saying, "This campaign reinforces the power of shoes and accessories to transform, acting out the possible characters. The notion that glamour is a feeling." She further noted, "I always think that the shoes finish an outfit, reveal personality and adjust the mood. For autumn the low loafer, Tylor, is important — smart, functional and fun when she is adorned with a drizzle of crystal fringes — just how Jimmy Choo does a loafer."
The brand emphasized that Sweeney "brings to life the characters of the hero styles from the Autumn collection," with each look embodying what the campaign calls "main character energy."
While the collaboration with Jimmy Choo highlights Sweeney's versatility, it has not been without controversy. Her previous American Eagle commercial, titled Sydney Sweeney Has Great Jeans, was criticized for language some viewers claimed promoted eugenics. In the advert, she stated, "Genes that are passed from parent to offspring often determine traits such as hair colour, personality and even eye colour," before ending with, "My jeans are blue." The brand later defended the campaign, saying, "We'll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone."
The new Jimmy Choo campaign has also generated mixed reactions online, with some questioning her portrayal of a ballerina despite not being one in real life. Critics argued the role was misleading, though others pointed out that actors routinely embody professions they do not practice.
Alongside brand partnerships, she is set to star in the biopic Christy and the thriller The Housemaid, while fans eagerly await her return as Cassie in the upcoming third season of Euphoria.
