Sydney Sweeney has unveiled her latest commercial campaign with footwear brand HEYDUDE, just months after sparking controversy over a denim collaboration that critics accused of promoting far-right imagery.
The 28-year-old actress and model posed for the brand’s newest shoot in a brown suede jacket, seated on a tall chair as she showcased a pair of £75 Austin Lift Classic flats. The photos highlight Sweeney’s trademark style, with the actress crossing her long legs while flashing a polished smile for the camera.
Another shot captures her sitting upright on the chair, her glowing skin complementing the neutral-toned outfit designed to place emphasis on the footwear. The new series of images forms part of HEYDUDE’s latest campaign, which the company describes as “comfort-driven with a touch of modern flair.”
The shoot marks a more modest approach compared to Sweeney’s previous campaign with the brand earlier this summer, when she embraced a country-inspired aesthetic. That promotion featured her in a tan bodysuit, cowgirl hat and even behind the wheel of a tractor for a short video spot.
The new rollout comes after Sweeney faced heavy backlash in June for her American Eagle denim campaign. The ad, which used the slogan “great jeans,” drew widespread criticism online, with detractors accusing the brand of unintentionally invoking language tied to eugenics and extremist politics.
Critics labelled the campaign “Nazi propaganda,” while social media users accused both the actress and the brand of “rage marketing.” American Eagle defended the work at the time, stating the creative direction “is and always was about the jeans,” not politics.
The controversy briefly threatened to derail Sweeney’s image, with some fans calling for a boycott of her projects. Others, however, suggested the uproar only heightened her visibility in the fashion and entertainment industries.
Despite the storm, Sweeney has remained a prominent fixture in Hollywood and advertising. In addition to her latest brand deals, she continues to balance acting projects with fashion endorsements.