Sydney Sweeney’s rise from small-town actress to global fashion icon continues to gain momentum—and her latest collaboration makes one thing clear: she’s no longer just a rising star; she’s a force reshaping modern glamour. This month, the Euphoria and Anyone But You actress has been officially unveiled as the face of Jimmy Choo’s Fall 2025 campaign, marking her second consecutive season fronting the legendary luxury brand.
This isn’t unfamiliar territory for Sweeney. She previously starred in Jimmy Choo’s Summer 2024 campaign, a sun-soaked visual story titled “Road to Joy.” That campaign positioned her in the California desert, channeling carefree elegance in dreamy, romantic silhouettes and playful accessories. With Palm Springs as the backdrop, Jimmy Choo blended its signature bold glamour with a relaxed West Coast sensibility—and Sweeney embodied both effortlessly.
But for Fall 2025, the narrative has shifted. The new campaign leans cinematic, with Sweeney portraying a variety of stylized characters, each crafted to bring Jimmy Choo’s heels, handbags, and statement accessories to life. According to Creative Director Sandra Choi, the vision was to explore the idea that “glamour is a feeling.” The campaign aims to showcase Sweeney’s remarkable ability to morph between personas—glamorous, powerful, romantic—while remaining authentic at her core.
“Glamour today isn’t just about looking beautiful,” Choi explained. “It’s about attitude, emotion, and individuality. Sydney captures that balance in a way that feels fresh and relevant.”
Indeed, this campaign doesn’t just highlight Sweeney’s fashion credentials—it elevates them. The visuals play like short cinematic moments, positioning her not just as a model for the brand, but as its muse. It’s a bold move that recognizes her growing influence, not only on red carpets but in the wider cultural conversation around fashion, fame, and femininity.
Yet, not everyone is convinced. The announcement has sparked online debate, particularly among critics who previously objected to her starring in an American Eagle campaign. Some argue that luxury brands should partner with more “traditional” high-fashion models or established couture figures. Still, the industry—and the numbers—tell a different story.
Jimmy Choo’s decision to cast Sweeney in back-to-back campaigns isn’t just about style—it’s about strategy. In today’s digital-first, influencer-driven landscape, relatability and visibility are as powerful as legacy and prestige. Sweeney brings both. With a social media following in the millions, a growing list of film credits, and a unique ability to appeal to Gen Z without alienating older audiences, she represents a new era of celebrity branding.
At just 27, Sydney Sweeney is balancing the demands of a high-profile acting career with an increasingly dominant presence in fashion. She’s walked the fine line between accessible and aspirational, building a brand that speaks to everyday fans and high fashion insiders alike. Her ability to oscillate between girl-next-door charm and high-voltage glamour makes her an ideal face for brands looking to modernize their image without losing their core identity.
In many ways, Sweeney’s evolution reflects broader changes in the fashion industry. The old rules—where Hollywood actors stayed in film and models ruled runways—no longer apply. Now, cultural capital comes from versatility, engagement, and storytelling. Luxury brands are no longer just selling products—they’re selling personas, and Sweeney offers one that is captivating, dynamic, and deeply in tune with the moment.
Whether she’s posing in couture heels or headlining a blockbuster film, Sydney Sweeney is clearly having a defining career moment. And for Jimmy Choo, her blend of talent, beauty, and undeniable star power may be the perfect formula to carry its vision of modern glamour into the future.
Love her or not, one thing is undeniable: Sydney Sweeney isn’t just in the spotlight—she is the spotlight.
