Sydney Sweeney is deploying masterful public relations tactics in a determined effort to maintain her fame and reputation amidst an escalating series of controversies, a leading reputation expert has claimed. The 27-year-old Euphoria actress has found herself at the centre of multiple media storms in recent months, from a contentious American Eagle advertising campaign to her new romance with divisive music executive Scooter Braun.
Despite these challenges, including a recent box office disappointment and public criticism from fellow celebrities, Sweeney has so far avoided being completely ostracised by Hollywood. According to reputation analyst Eric Schiffer, her strategic approach to PR is key to her resilience.
The 'No Apology' Strategy
Speaking exclusively to Daily Mail, Schiffer detailed Sweeney's primary tactic: refusing to engage in a public apology tour. She's evading damage because she never fed the beast: no apology tour, then straight back to work, he explained. Schiffer believes that Hollywood interprets public attention as currency, and Sweeney has demonstrated an ability to withstand significant criticism and emerge unscathed.
Her star persona is a weapon, and America - plus a lot of the world - like and gravitate toward her, and that's a jean covered bomb-proof reputation suit, Schiffer added, suggesting her appeal provides a layer of protection.
Navigating Specific Controversies
One of the most significant recent controversies involved an American Eagle jeans campaign that featured wordplay on 'good jeans' and 'good genes,' drawing comparisons to the racist language of eugenicists. The ad was widely criticised for allegedly promoting white supremacy.
Sweeney remained largely silent on the backlash for months, only addressing it recently in an interview with GQ. I did a jean ad. The reaction definitely was a surprise, but I love jeans, she stated, deftly sidestepping questions about the campaign's implications and refusing to either defend or condemn it.
Schiffer praised this non-response as Godfather-level crisis comms. To the right and much of the middle, she sold denim, not doctrine, he remarked, indicating that her approach successfully neutralised the issue for a large portion of her audience.
Further compounding her controversial public image, Sweeney was revealed as a registered Republican voter in August and has faced online backlash for her relationship with Scooter Braun. Braun is a deeply unpopular figure among Taylor Swift's fanbase due to his past acquisition of her musical masters.
Professional Setbacks and Future Prospects
The PR strategy is being tested against professional headwinds. Over the weekend, her new film Christy, in which she plays Hall of Fame boxer Christy Martin, tanked at the box office after grossing a meager $1.3 million.
Adding to the pressure, celebrities including Ruby Rose and Aimee Lou Wood have publicly criticised Sweeney and her political views. Despite this, Sweeney maintains a busy schedule with numerous projects on the horizon. She is set to appear in The Housemaid alongside Amanda Seyfried next month, and the highly anticipated third season of Euphoria is due in 2026.
While Schiffer describes Sweeney as looking cancellation-bulletproof right now, he issues a clear warning. Her brand can keep playing truth-teller as long as facts stay on her side, he said, suggesting that her continued success depends on careful navigation. The ultimate question of whether Sydney Sweeney can sustain her star power through these turbulent times remains unanswered.
