Sydney Sweeney’s ascent from a small-town actress to a global fashion icon is nothing short of remarkable. At just 27, the Euphoria and Anyone But You star has become a key figure in both Hollywood and high fashion, commanding attention on red carpets and in major brand campaigns alike. Her latest partnership with luxury brand Jimmy Choo for its Fall 2025 campaign cements her status not just as a talented performer but also as a cultural tastemaker.
This isn’t Sweeney’s first collaboration with Jimmy Choo. In 2024, she starred in the brand’s Summer “Road to Joy” campaign, a vibrant and dreamy series of images shot in the desert landscapes of Palm Springs. The campaign emphasized California ease mixed with bold glamour—an aesthetic that Sweeney seemed to embody effortlessly. Her presence brought a fresh, youthful edge to the luxury label, resonating with a broader, more diverse audience.
Now, for Fall 2025, Jimmy Choo has doubled down. The new campaign is more cinematic in tone, with Sweeney stepping into multiple “roles” or personas to showcase the brand’s signature footwear, handbags, and accessories. According to Creative Director Sandra Choi, the campaign explores the idea that “glamour is a feeling”—something not just seen but experienced. Sweeney’s ability to shapeshift, to move fluidly between characters and styles, made her the ideal muse for this vision. She brings an emotional depth to fashion storytelling that few can replicate.
However, not everyone is on board. The campaign has faced online backlash, especially from critics who also opposed Sweeney’s more commercial work—like her American Eagle campaign earlier this year. Some detractors argue that luxury brands should feature more “high fashion” or unconventional faces, rather than rising Hollywood stars. But brands like Jimmy Choo aren’t just selling products—they’re selling narratives, lifestyles, and influence. And by that measure, Sweeney delivers.
Her growing influence is reflected in the numbers and the consistency of major partnerships. Few actresses her age have landed consecutive campaigns with such an iconic fashion house. It speaks to her bankability, her versatility, and her undeniable cultural presence. In a media landscape increasingly shaped by crossover appeal, Sydney Sweeney represents a perfect storm of talent, beauty, and marketability.
More importantly, she symbolizes a shift in how luxury brands engage with celebrity. The old model of using distant, almost untouchable figures is giving way to stars who feel accessible yet aspirational. Sweeney walks that line well—she’s glamorous, yes, but also relatable, occasionally controversial, and deeply in tune with the zeitgeist.
Ultimately, Jimmy Choo’s continued investment in Sydney Sweeney signals more than just a passing trend. It reflects a long-term strategy built around relevance and reinvention. As the fashion world continues to evolve, pairing with stars like Sweeney may prove to be less of a risk and more of a revolution in modern branding. Whether you love her or question the hype, there’s no denying she’s becoming one of the most influential faces of her generation.
