Sydney Sweeney debuts restrained HEYDUDE campaign after controversy over American Eagle denim ad

Sydney Sweeney has unveiled a new HEYDUDE campaign, posing in a leggy, sunlit shot that emphasizes casual comfort and a neutral palette. The 28-year-old Euphoria star is seen wearing a brown suede jacket and a pair of £75 Austin Lift Classic flats in a shoot that features her seated on a high chair, legs stretched and crossed to showcase the footwear. The campaign imagery leans into a laid‑back, country‑inspired vibe while maintaining a polished, star‑power aesthetic that has become part of Sweeney’s recent branding portfolio.

The latest advertisements mark a more modest approach for HEYDUDE compared with the brand’s country‑themed push that rolled out in June. In one set, Sweeney wears a tan bodysuit and a dark brown cowgirl hat, with a video component showing her preparing to drive a green tractor truck as a red bandana is tied around her neck. The visual language of the campaign plays up practical footwear and outdoor‑ready styling, aligning with HEYDUDE’s emphasis on comfort and easy everyday wear. The shoot also includes shots of Sweeney smiling, her legs neatly tucked as she sits on the chair, her skin tone and hair framing the image in warm, natural light.

The new HEYDUDE campaign arrives amid a broader public conversation about Sweeney’s recent projects. Earlier this year, the actress sparked controversy with an American Eagle denim campaign that drew fierce online backlash. Critics questioned the messaging of the campaign, which centered on the phrase great jeans and was perceived by some observers as flirting with eugenics and far‑right political imagery. American Eagle defended the denim collaboration, saying the campaign “is and always was about the jeans,” while critics argued that the visuals and framing crossed lines that many found troubling. The backlash unfolded across social media, with commentators labeling the campaign as problematic or even Nazi propaganda in some posts. The brand maintained that its focus remained on denim and customer appeal, a stance that did not quell all of the online debate but did stabilize some of the conversation around the project.

Despite the earlier controversy, Sweeney has continued to secure high‑visibility commercial work, with the HEYDUDE shoot described as a toned‑down, more everyday‑wear oriented effort compared with the bolder, denim‑centric campaign that drew attention in the spring. Observers note that the actor’s ability to rebound from contentious headlines reflects a broader trend in which celebrities navigate rapid shifts in public sentiment and branding opportunities by aligning with lifestyle brands that emphasize accessibility and aspirational but relatable aesthetics. The HEYDUDE advertisements reinforce this approach, presenting Sweeney in approachable looks that still leverage her star power to draw consumer interest to the product line.

In parallel with her professional coverage, Sweeney’s personal life has also attracted media attention in recent days. Reports circulated this week that she was seen on a dinner date with Scooter Braun, the former music manager known for his work with major pop acts. The pair were photographed in Los Angeles at Jon and Vinny’s, an Italian‑inspired eatery, where they sat across from one another during the meal before leaving together in a black SUV. The two have been publicly linked since meeting at the wedding of Lauren Sanchez and Jeff Bezos in Italy on June 27, placing their apparent romance at roughly three months’ duration by late September. A Daily Mail representative confirmed that the publication had reached out to representatives for both Sweeney and Braun for comment.

The convergence of a high‑profile campaign and tabloid‑level relationship chatter illustrates the delicate balancing act stars face as they navigate public perception. Sweeney’s team has not issued formal comments about the American Eagle controversy beyond the brand’s own statements, and there has been no indication of new public statements from Sweeney since the HEYDUDE campaign rollout. As the entertainment and fashion ecosystems continue to intertwine, photographers, marketers, and fans will closely watch how Sweeney’s next moves unfold, including brand partnerships, acting projects, and personal profiles that keep her in the public eye. The ongoing conversation around the denim controversy from earlier in the year remains a reference point for discussions about celebrity endorsements and political optics, even as new campaigns and appearances push Sweeney into fresh light and opportunity.