Sydney Sweeney’s controversial American Eagle jeans campaign clearly hasn’t stopped other major brands from bringing the star onboard.
Jimmy Choo just released a new campaign starring Sweeney—the luxury fashion house posted a series of photos and videos featuring Sweeney on Instagram this week rocking accessories and clothing from the brand.
In one scene, Sweeney is seen stretching wearing nothing but a leotard and boots while reading a script called “The Last Call.”
The Instagram post describes the campaign as. “The Autumn 2025 campaign is a modern fable of feminine expression; a celebration of the transformative power shoes and accessories possess. We can play the role of whoever we want to be.”
The post continues, “Sydney Sweeney brings to life the characters of the hero styles from the Autumn collection.”
The campaign has been hit with both criticism and praise, with one person commenting, “Sorry, but the Jimmy Choo brand value is not currently strong enough to be making this mistake.”
Another writes, likely referring to the American Eagle campaign, “Haven’t we learned anything?”
Sweeney made headlines earlier this summer with the “Great Jeans” campaign for AE. Many considered the spot to promote white supremacy and eugenics.
The fashion giant later stood by the campaign and Sweeney, releasing a statement that said, “Sydney Sweeney Has Great Jeans’ is and always was about the jeans. Her jeans. Her story.” The statement added, “We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.”
Sweeney certainly felt the heat after the ad was released, with one heckler shouting at the star during the premiere event of her film Americana.
In footage obtained by TMZ, the heckler could be heard yelling “Stop the ad, that is being racist!”
Sweeney paid no mind to the outraged person, making her way inside the premiere surrounded by security.
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