American actress Sydney Bernice Sweeney has been making headlines for the past two weeks, and her PR team has been panicking but no longer because of the backlash she was receiving. Now, it’s for the amount of money she’s expected to make in no time.
Sweeney isn’t just having a moment rather she is the moment. She’s already the “hottest” asset in brand partnerships right now, and it is not just hype. Whether it’s turning a quirky soap bar made with her bathwater into a viral sellout or sending a fashion retailer’s stock prices soaring just by starring in their campaign: everything she touches turns into gold. Brands know it.
She is a full-blown money-making machine, and she is playing the game like a pro. Sweeney doesn’t just sell products; she creates cultural moments that move markets. Even the President Donald Trump did not hold back. He responded, saying, “Sydney Sweeney, a registered Republican, has the ‘HOTTEST’ ad out there. It’s for American Eagle, and the jeans are ‘flying off the shelves.’ Go get ‘em Sydney!” on his Truth Social platform. Ever since Trump posted, the company stocks went up, about more than 23% on Monday.
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The Euphoria actress has recently starred in an advertising campaign, launched by the American Eagle on July 23. “Sydney Sweeney has great jeans,” appeared on television, social media and on the outside of storefronts. Though instantly the advertisement received backslash for its stereotypical representation like certain beauty standards and white supremacy. Many felt the campaign was less about showcasing denim and more about capitalizing on her body and persona to drive attention. While the campaign was meant to celebrate authenticity and confidence, in which Sweeney defines the scientific word “genes” while pulling on her American Eagle jeans. “Genes are passed down from parents to offspring,” Sweeney says in the clip, “often determining traits like hair color, personality, and even eye color. My genes are blue.”
In response to this, American Eagle released the statement: “‘Sydney Sweeney Has Great Jeans’ is and always was about the jeans. Her jeans. Her story.” The statement concludes, “We’ll continue to celebrate how everyone wears their AE jeans with confidence their way. Great jeans look good on everyone.”
Sweeney has pretty much mastered the art of turning controversy into cash. She knows exactly how to stir things up on social media and somehow, the brands she partners with always walk away laughing to the bank. Take her recent collaboration with Dr. Squatch, for example. She collaborated with the men’s grooming brand to launch a soap called Sydney’s Bathwater Bliss, made with “a touch of Sydney’s real bathwater.” The announcement hit Instagram on May 29 in a cheeky post shared by both her and the brand, and it immediately sent the internet into a frenzy. Only 5,000 bars were made, each going for $8, and by the time it officially dropped on June 6, they were gone within minutes.
The partnered Instagram post read: “Introducing Sydney’s Bathwater Bliss! A very real, very limited-edition soap made with my actual bathwater. Available on 6/6/25 at drsquatch.com.”
With all these examples, it’s clear that Sweeney has cracked some kind of code, the kind that turns buzz into dollars. Whether it’s a viral stunt or a bold brand move, she knows exactly how to keep the spotlight on her and the cash flowing in. And this winning formula is rubbing off on the brands she touches too. Currently, she is proving to be more than just a face rather she is a full-blown marketing force.