A public relations consultant for Hollywood warned that the 27-year-old actress Sydney Sweeney needs to take specific actions to avoid a premature decline in her professional trajectory. The recommendation comes after the “Euphoria” star starred in three films that recorded low grossings in the Estados Unidos in 2025. The controversy involving an advertising campaign for American Eagle jeans, launched in July, worsened the situation by generating criticism for an alleged eugenic tone.
The projects “Americana”, “Éden” and “Christy” accumulated losses, with initial collections below US$2 million each, despite budgets ranging from US$9 million to US$40 million. Sweeney, known for roles in series such as “The White Lotus”, saw her public image affected by the repercussion of the advertisement, which played on the sound similarity between “jeans” and “genes” in English.
Specialist Nabeela Aysen, founder of Nabeela PR, gave a recent interview to American vehicles and emphasized that the moment requires a focus on controlled narrative. Estúdios prioritize low-risk projects, and the sequence of events may limit future opportunities for the actress.
- “Americana” grossed: US$840,000 in its opening weekend.
- “Eden,” directed by Ron Howard: $1 million opening, total $2.8 million.
- “Christy”, biography of a boxer: US$ 1.3 million in its debut, falling to US$ 108 thousand in the second week.
Details of the campaign that generated criticism
The American Eagle campaign featured Sweeney in ads that highlighted physical traits such as blue eyes and blonde hair, with phrases such as “Genes are passed from parents to children, determining traits such as hair and eye color. The pun was interpreted by the public as promoting genetic superiority, leading to accusations of racial insensitivity.
Sweeney chose not to publicly apologize for the commercial, which expanded the debate on social media. The actress mentioned in a recent interview that the focus was on promoting the product, and that the brand’s sales figures rose 38% during the period. Críticos pointed out that the refusal to address the topic revived discussions about representation in Hollywood.
The controversy coincided with the release of the films, creating a “brand fatigue” narrative for Sweeney. Analistas note that similar announcements in the past, such as that of Brooke Shields for Calvin Klein in 1980, also generated controversy, but Sweeney faces greater scrutiny in the digital age.
American Eagle removed the videos from their official platforms, but kept the partnership active until November. The brand donated part of sales to support lines for victims of domestic violence, a cause defended by the actress.
Performance of films in 2025
“Americana”, an independent crime thriller premiered at the SXSW festival in 2023, hit theaters in August 2025 to positive reviews, but grossed just US$840,000 in its opening weekend. The film, with a budget of $9 million, competed with larger releases and suffered from limited distribution.
“Eden,” directed by Ron Howard and featuring a cast including Ana of Armas and Jude Law, explored survival on a desert island. Lançado on August 22, the $35 million project earned $1 million in its U.S. debut, bringing its total to $2.8 million globally. Críticos praised the tension, but the public opted for streaming options.
“Christy”, a biography of boxer Christy Martin directed by David Michôd, opened in October with US$1.3 million in more than 2,000 theaters. The $15 million film posted the biggest weekly drop in history for wide releases, dropping 92% in its second week. Apesar Additionally, Sweeney received praise for her physical and emotional transformation in the role.
These results contrast with Sweeney’s previous successes, such as “Anyone But You” in 2023, which surpassed US$200 million worldwide. Analistas attribute part of the failures to insufficient marketing strategies and the busy launch schedule.
Reactions in the artistic and public environment
Actresses like Ruby Rose openly criticized “Christy”, claiming that Sweeney was not convincing in the role of an inspiring figure of overcoming. Rose, known as “Batwoman”, posted online that the film deserved a more authentic interpretation. Outras voices, like that of Halsey, co-star in “Americana”, defended the actress’s work against hasty judgments.
Fans divided opinions: while some highlight the versatility of Sweeney in different genres, others question project choices that prioritize visual appeal over depth. Discussões on forums like Reddit point to a “backlash effect” from the jeans controversy, with isolated boycotts affecting Sweeney’s presence at events.
Producers of “Christy” emphasized the social impact of the film, which addresses domestic violence and Martin’s pioneering career. The promotional campaign included partnerships with NGOs, but did not reverse the low attendance in cinemas.
Aysen, the consultant, noted that recent political controversies, including public support for Sweeney by figures like Donald Trump, complicate perception on Hollywood. The actress maintains an active schedule, with “The Housemaid” scheduled for December.
Three actions suggested by the consultant
Nabeela Aysen outlined practical steps for Sweeney to regain control of her public image. The first involves avoiding apologies for the announcement of American Eagle, as this would reignite unnecessary debates and maintain the negative focus in online searches about the actress.
Secondly, the expert recommends consistent engagement in authentic philanthropic causes, such as long-term partnerships with social brands. Um media tour dedicated to these topics would help build a positive narrative without appearing to be forced into an effort to “cleanse” one’s reputation.
Finally, Sweeney must select commercial collaborations with strict criteria, prioritizing neutral and low-risk options. Essa simplification would allow rebuilding trust with studios, which avoid profiles associated with controversy.
The consultant highlighted that the Hollywood market values cohesive narratives, and Sweeney has the potential to reverse the situation with strategic choices.
What the numbers reveal about losses
The box office failures add up to losses estimated at more than US$60 million for those involved in the three films. “Americana” returned less than 10% of its initial investment, while “Éden” barely covered 8% of the budget. “Christy”, despite the buzz about a possible nomination for Oscar for Sweeney, projects a total loss of over US$13 million.
Data from specialized sites like Box Office Mojo indicate that debuts below US$2 million in more than 2,000 theaters are rare for rising actors. Sweeney, which led “Immaculate” in 2024 with $35 million on a $9 million budget, saw a reversal in 2025.
External factors, such as the writers’ strike in 2023, delayed releases and weakened campaigns. Estúdios reported a 15% overall drop in annual box office, but Sweeney’s projects suffered more due to overlap with the advertising controversy.
Possible paths to recovery
Sweeney is filming the third season of “Euphoria”, with costs per episode exceeding US$25 million, which reinforces its relevance on TV. Projetos as “Barbarella” in development indicates continued interest from studios in his talent.
Experts predict that genres like thrillers or heightened horror, where Sweeney shined in “Immaculate,” could boost returns. Uma strategic pause on controversial partnerships would allow focus on award-winning performances, such as in “Christy”.
The actress expressed in interviews that she prioritizes social impact over commercial numbers, citing “Christy” as an example of transformative art. Essa stance can attract independent directors, diversifying their filmography.
