Hollywood star Sydney Sweeney swapped her trademark blonde hair for a brunette wig to enjoy a low-key day out at Santa Monica Pier with her best friend. The 29-year-old Euphoria actress shared snaps from the outing on Instagram, showing the pair riding a roller coaster, visiting an arcade and posing in front of the pier's iconic Ferris wheel.
Disguise and casual outfit
Sydney credited her best friend Jayde Hafner with the idea for the disguise in her Instagram caption, writing: "when ur bestie shows up and says “here put this wig on" followed by a crying-laughing emoji and a heart-eyes emoji.
For the occasion, she opted for a relaxed outfit, wearing an oversized "Santa Monica" T-shirt, denim cut-off shorts and trainers instead of her usual designer looks.
Novig advertising campaign
The carefree outing comes as Sydney finds herself at the centre of attention over her latest advertising campaign for sports trading app Novig. A new version of the advert was released earlier this week, showing the star wearing only her Novig underwear.
In the advert, she said: "There are grown men making spreadsheets to bet on what colour underwear I'm wearing. I mean, I'm flattered. There is insider trading on dictators dying and armies of bots manipulating it all." She added: "There's someone sitting in a bathroom stall betting their 401k on a war. And then, there are people who just trade on sports. Novig is just sports."
Sydney's relationship with the company goes beyond a typical celebrity endorsement. She holds equity in Novig and helped develop the campaign, although the size of her stake has not been disclosed, according to Front Office Sports.
Scrutiny and personal life
The campaign has attracted millions of views across social media, alongside criticism from some users over its imagery.
Sydney previously spoke about the scrutiny she faces over her appearance, telling Variety in 2024: "I see it, and I just can't allow myself to have a reaction." She continued: "I don't know how to explain it. I'm still trying to figure it out myself. People feel connected and free to be able to speak about me in whatever way they want because they believe that I've signed my life away. It's this weird relationship that people have with me that I have no control or say over."
The actress rose to fame playing Cassie Howard in HBO drama Euphoria, which concluded with its third season earlier this year. Away from her career, Sydney has also been making headlines for her relationship with businessman and former talent manager Scooter Braun. The pair reportedly met at Jeff Bezos and Lauren Sanchez's wedding in Venice in summer 2025 and began dating shortly afterwards.
