Netizens Criticize Sydney Sweeney’s Jimmy Choo Campaign

Hong Kong, September 03, 2025 - Jimmy Choo’s Autumn 2025 campaign starring Emmy-nominated actress Sydney Sweeney has sparked a fierce online backlash, as social media users accuse the brand of overexposing the Hollywood star.

The cinematic campaign, which portrays Sweeney embodying multiple personas-ranging from a poised ballerina to a bold adventurer-has drawn criticism for the frequency of the actress’s appearances in major ad campaigns. Viewers took to Instagram and Twitter to express “Sydney Sweeney fatigue,” lamenting what they perceive as the relentless promotion of the campaign across various platforms.

A recurring theme among detractors is the notion that Sweeney’s ubiquity in fashion advertising undermines the exclusivity and impact of luxury branding. One user lamented, “At this point they’re trying to shove her down our throat,” while another quipped, “They’re going to put her face on every dollar bill”. Supporters of the campaign defended Sweeney, noting that “actors pretend for a living” and applauding the brand’s creative storytelling.

Jimmy Choo’s Creative Director Sandra Choi emphasized that the campaign’s intent is to “reinforce the power of shoes and accessories to transform, acting out the possible characters,” framing glamour as an emotional experience rather than mere spectacle. Despite the controversy, the campaign continues to be featured prominently on the brand’s global channels, showcasing key silhouettes such as the zebra-print Isa Slingback, Scarlett drop-heel pump and the Tylor loafer.