Jimmy Choo taps Sydney Sweeney as brand ambassador for Fall 2025 campaign

Sydney Sweeney's Jimmy Choo campaign comes amid box office failure, dating rumours and American Eagle ad backlash.

Jimmy Choo has unveiled its Fall 2025 campaign with Emmy-nominated actress Sydney Sweeney, who continues her growing presence across both film and fashion. The new campaign explores how a single accessory has the power to shift identity, mood, and expression.

The cinematic short film features Sweeney transforming into multiple characters, each shaped by the shoes or bags she wears.

As Isa, in zebra-print slingbacks, she radiates confidence and flair. As Scarlett, with a sculptural drop-heel pump, she steps into a more adventurous and daring spirit. In understated loafers, she becomes Tylor, grounded and stable, while with the slouchy hobo bag, she embodies Bar, a persona of quiet confidence and strength.

Sandra Choi, Jimmy Choo’s Creative Director, explains: “This campaign reinforces the power of shoes and accessories to transform, acting out the possible characters. The notion that glamour is a feeling.” 

Sweeney's campaign comes amid a string of controversies and failures involcing her personal and professoional life. 

Recently, two of her films—Americana and Eden—opened poorly in consecutive weeks, both failing to attract significant audiences and marking a troubling box-office streak for the actress.

The Euphoria star also found herself at the center of a controversial ad campaign for American Eagle which sparked fierce backlash for evoking eugenics-like messaging and reinforcing problematic beauty standards and race representations.

It was also revealed lately, that the actress is “casually dating” or in a “situationship” with music exceutive Scooter Braun after meeting him at Jeff Bezos and Lauren Sánchez’s wedding in Venice earlier this year.