Sydney Sweeney models in HEYDUDE campaign after controversial American Eagle denim ad
Actress returns to the spotlight with a leggy, country-inspired shoot as controversy lingers over earlier denim partnership
Sydney Sweeney has unveiled a new HEYDUDE campaign, stepping into a fresh brand partnership after a controversial denim collaboration earlier this year drew widespread online backlash. The Euphoria star, 28, appears as the face of the shoe brand’s latest commercial, with the shoot featuring a leggy display that drew attention on social media.
In the current campaign, Sweeney is shown wearing a brown suede jacket as she models the brand’s footwear. In one image she sits on a high chair, crossing her tanned legs to showcase a pair of £75 Austin Lift Classic flats with a slip-on design. A second shot has her smiling, legs together, with sun-kissed skin.
By contrast, the new ad is more restrained than HEYDUDE’s prior push, which in June launched a country-themed campaign. That set featured a tan bodysuit, a dark brown cowgirl hat and a short video of Sweeney about to drive a green tractor while a red bandana tied around her neck. The brand’s latest shoot keeps the mood more understated.
Earlier this year, Sweeney faced criticism over an American Eagle denim campaign that some online critics labeled as promoting eugenics and far-right politics. The ad emphasized her “great jeans” and sparked accusations it echoed extremist messaging. American Eagle defended the campaign, saying the project was about jeans and not politics.
Reaction on social media was swift and pointed, with critics describing the effort as problematic and questioning the direction of the actress’s brand partnerships. Supporters noted the brand’s response and the actor’s prominence as a fashion figure while others urged caution about alignment with provocative messaging.
Meanwhile, Sweeney has been linked to Scooter Braun, the former music manager known for his work with Justin Bieber. They were photographed in Los Angeles at Jon and Vinny’s, seated across from one another. The couple have been linked since meeting at the wedding of Lauren Sanchez and Jeff Bezos in Italy on June 27, and their relationship was reported to be about three months old.
Beyond the headlines surrounding the denim controversy, the HEYDUDE campaign adds to Sweeney’s growing portfolio of brand partnerships as she navigates public scrutiny and media attention surrounding her professional projects and personal life.