Sydney Sweeney is no stranger to the internet’s attention, but this time, it’s hitting different.
The ‘Euphoria’ star, who only added more glamour to her meteoric rise with projects like The White Lotus, Anyone But You, is facing backlash now, thanks to her latest ad campaign.
This summer, the Hollywood star found herself at the center of controversy over American Eagle’s “Sydney Sweeney Has Great Jeans” campaign, widely criticized for its “genes” pun and imagery evoking eugenics and racialized messaging.
While Sweeney has carved her own path with a noteworthy career and even a production company under her name (Fifty-Fifty Films, founded in 2020), and amassed a reported net worth of around $40 million, she is potentially on the verge of a great setback in her career.
Will her financial portfolio be affected by the ‘propaganda’ campaign of American Eagle?
Let’s unpack the facts and possibilities.
Sydney Sweeney: Net Worth
As of 2025, Sydney Sweeney’s estimated net worth stands at approximately $40 million, according to multiple entertainment and finance sources. Her income streams are as varied as they are impressive:
Acting: Major roles in Euphoria, The White Lotus, Anyone But You, Madame Web, and Immaculate have brought in millions. Her acting salary reportedly included $2 million for Anyone But You (plus producer credit), $750,000 for Madame Web, and $250,000 for Immaculate, with her biggest payday being $7.5 million for The Housemaid.
Producing: Sweeney also produces under her Fifty-Fifty Films banner. Reports estimate her producer fees added $1–2 million to her Anyone But You paycheck.
Brand endorsements: She has worked with Armani Beauty, Laneige, Miu Miu, Guess, and Ford, among others, contributing significantly to her net worth.
Real estate: Sydney has flipped multiple homes and invested in real estate in LA and Washington.
Entrepreneurship: In 2024, she launched a successful home and body brand, including novelty products that surprisingly gained viral traction.
Despite her success, Sydney has been candid about Hollywood’s financial pressures, once stating she couldn't afford to take long breaks from work due to overhead costs, even with a lucrative portfolio.
The controversial American Eagle campaign
This July, American Eagle released a campaign titled “Sydney Sweeney Has Great Jeans,” a play on words between ‘genes’ and ‘jeans’. The commercial shows Sweeney reflecting on “inheriting her mom’s eyes, her grandma’s smile,” and eventually, “her great jeans.” On the surface, it’s cheeky fashion marketing, but many viewers saw a darker subtext.
Critics swiftly called the campaign tone‑deaf, even worse, drawing comparisons to Nazi propaganda and eugenic rhetoric because of its focus on blue‑eyed blonde features and the phrase “great genes.” The phrase “great genes” has historically been used in discriminatory ways, and many on social media and in think pieces equate the messaging with “white beauty supremacy.”
The aftermath
Despite the backlash, American Eagle defended the campaign, calling it a “celebration of individuality and family heritage,” but public sentiment was already divided. Furthermore, American Eagle’s stock jumped by about 18%, giving the campaign a short-term financial boost and visibility surge. The campaign also highlighted a charity component: net proceeds from a branded “Sydney Jean” design, adorned with a butterfly symbol for domestic violence awareness, are being donated to a mental health helpline
Could it affect Sydney Sweeney – financially?
Sydney Sweeney isn’t new to controversy; she’s previously been criticized for her family's political leanings and a conservative-themed party. But this American Eagle campaign stirred unique anger by positioning her beauty as genetically superior, whether intentionally or not.
So, what could be the repercussions?
The ongoing backlash may damage Sweeney’s standing with socially conscious brands. Labels that focus on inclusivity and diversity may rethink partnerships. In fact, if pressure mounts, American Eagle could pull the ad, potentially costing Sweeney performance-based bonuses or residuals.
Moreover, if the controversy continues, some brands might reconsider partnerships, especially those concerned about maintaining inclusive messaging. Hollywood clauses tied to public image and reputational risk could come into play. However, Sweeney’s team reportedly does not control creative messaging; she serves as a model, not a campaign creator. That distinction may protect her from being seen as responsible for messaging missteps.
Is there a flip side?
Ironically, yes. Every controversy helps brands get some press, and as we know it by now, whether it’s good or bad, press fuels visibility, and visibility translates to dollars. American Eagle’s campaign followed suit, and since the campaign launched, the brand reportedly saw a surge in online traffic and product searches, and Sweeney trended globally for several days, placing her in media cycles beyond the entertainment pages.
So, unless this controversy spirals into a broader boycott or a systemic pattern of brand missteps, her net worth is unlikely to take a serious hit. In fact, she might end up gaining more visibility, translating into more avenues for her.
To sum up, although the American Eagle campaign is a wake-up call for celebrity brand alignment, Sweeney’s career shows no signs of slowing. If anything, she has several upcoming projects lined up, including a boxing biopic about Christy Martin, a role in Ron Howard's Eden, and the lead in Barbarella. She is also starring in Echo Valley and is set to appear in Euphoria season 3. Additionally, she is involved in a film adaptation of The Registration and is producing OutRun with Michael Bay.
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