Photo: Christopher Polk/Shutterstock
A little over one month after her denim ad with American Eagle launched hundreds of think pieces by smelling mildly of eugenics, it looks like Sydney Sweeney is the face of a brand once again. But this time, she’s not talking about her genes or trying to sell us her dirty bathwater. Instead, she’s shilling shoes and bags for Jimmy Choo.
On Instagram, Jimmy Choo described the campaign as “a modern fable of feminine expression,” as well as “a celebration of the transformative power shoes and accessories possess.” Instead of having the blonde-haired, blue-eyed actress make a pun about her looks, it appears that the company has her not being herself at all. Apparently, she’ll be playing different characters to embody “the hero styles from the Autumn collection. ”
While this ad is definitely less controversial than her last one, people haven’t exactly forgotten about it. “Haven’t we learned anything?” one commenter wrote, while another said, “Read the room Jimmy Choo.” On the other hand, some people are ecstatic to see Sweeney working in fashion again. “I don’t see the big deal [with] all the hate for her lately?” someone wrote. “She’s hot and [has] zero tattoos.” Another wrote, “Whatever you want to say, she is enjoying the life and cashing in while doing it.”
So far, this appears to be Sweeney’s 11th campaign rollout of 2025. She’s worked with American Eagle, Baskin-Robbins, Hey Dude, Dr. Squatch, Miu Miu, Samsung, Armani Beauty, Kérastase, Laneige, and Hellman’s mayonnaise. With four months left to go, who knows what could be next. Maybe a gondola photo shoot for Venice tourism with her rumored situationship, Scooter Braun?
