Sydney Sweeney's American Eagle ad controversy: How the actress built a $40 million empire from endorsements

Time of India

02-08-2025

Sydney Sweeney
is no stranger to internet's attention, but this time the reason is totally different. The 'Euphoria' star's latest campaign with American Eagle—featuring her in head-to-toe denim and little else—is drawing attention for reasons beyond fashion. Launched as the face of the brand's Fall 2025 'Sydney Sweeney Has Great Jeans' campaign, the actress sparked a social media firestorm within hours.
The advertising campaign, which launched this week, features the blonde-haired and blue-eyed actor dressed in denim and it bears the tagline: "Sydney Sweeney has great jeans." The company even saw a 10 per cent surge in sales after the advertisement's release.
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But some social media users said it alludes to theories of racial superiority and even compared it with Nazi propaganda. Some critics of the ad have said it glorifies her white genetics as "good," promoting eugenic thinking that has historically been used for racial violence.
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Who is Sydney Sweeney and what is her net worth?
A prominent American actress, Sydney Sweeney has found herself at the center of controversy over
American Eagle
's 'Sydney Sweeney Has Great Jeans' campaign, widely criticized for its 'genes' pun and imagery evoking eugenics and racialized messaging.
She rose to fame with roles on the teen drama television series Euphoria (2019– ) and the first season (2021) of the acclaimed anthology series The White Lotus, and in films such as director Quentin Tarantino's comedy-drama Once Upon a Time in Hollywood (2019). She is also known for her roles in the dystopian drama television series The Handmaid's Tale (2018) and the comedy-drama series Everything Sucks! (2018).
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She has carved her own path in the industry and also has a production company under her name, known as Fifty-Fifty Films, founded in 2020. As of 2025, Sydney Sweeney's estimated net worth stands at approximately around $40 million, according to Celebrity Net Worth.
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Sydney became one of the highest-paid actors in Hollywood when she earned $7.5 million to star in a 2024 thriller called "The Housemaid." Incredibly popular on social media, Sydney Sweeney has 20 million followers on Instagram alone. She has capitalized on her social media popularity by forging dozens of lucrative endorsement deals.
To date, Sydney Sweeney's brand deals and endorsements include the clothing brands Miu Miu, Cotton On, Armani, Guess, the lingerie brand Parade, and the skincare brand Laneige. She has also worked with Ford on a custom partnership that saw her restore a vintage Bronco.
Sydney has flipped multiple homes and invested in real estate in LA and Washington, according to TOI. Also in 2024, Sweeney launched a successful home and body brand including novelty products that surprisingly gained massive attention.
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Last year, Sweeney appeared in a commercial for Dr. Squatch promoting the company's body wash. "Let's face it, guys only want one thing," she said before mustering bottles of the body wash.
Dubbed the "body wash genie," Sweeney says men are "tired of smelling thirsty" from synthetic body washes rather than natural products. The video went viral, racking up 20 million views to date. As a follow-up for the body wash commercial, in May, Sweeney teamed up with Dr. Squatch to launch soap infused with her used bathwater.
Who is Sydney Sweeney dating?
Last month, Sydney Sweeney took a Jet Ski joy ride in Idaho with a mystery man, prompting speculation she's dating someone new. Sydney—dressed in a navy one-piece swimsuit and life jacket—smiled as she drove the gray-and-yellow Sea-Doo on the water. The man was seated behind her with his arms wrapped around her torso, sporting a pair of yellow swim shorts, white tennis shoes and a red life jacket, reports E Online.
This came four months after she and her ex-fiancé Jonathan Davino parted ways. Earlier this year, rumors went flying that the 27-year-old and her Anyone But You costar Glen Powell were together. In May, the Madame Web actress also chimed in on her relationship status when she spoke out on being single for the first time since she and Jonathan—who began dating in 2018 and got engaged in 2023—broke up.