Sydney Sweeney Dons Brunette Wig for Undercover Santa Monica Pier Visit
The 'Euphoria' star sought a 'regular girl' experience, exploring the iconic landmark incognito.
Actress Sydney Sweeney recently experienced a day as a "regular girl" by visiting the Santa Monica Pier in Los Angeles while disguised in a brunette wig. Sweeney, typically known for her blonde hair, shared photos of her outing on Instagram, explaining that the disguise was her friend Jayde Hafner's idea.
For the visit, Sweeney opted for a casual ensemble, including an "Santa Monica" T-shirt, cut-off denim shorts, and sneakers, a departure from her usual designer attire. During her time at the pier, she posed for pictures, rode a roller coaster, and visited an arcade.
This excursion follows recent attention surrounding Sweeney's viral topless commercial for the sports trading app Novig. A newer version of the advertisement features her in Novig underwear. In promotional content, Sweeney has addressed the commentary around her advertising work, stating, "There are grown men making spreadsheets to bet on what color underwear I'm wearing. I mean, I'm flattered."
She contrasted this with other forms of financial speculation, mentioning insider trading and bot manipulation in prediction markets. Sweeney emphasized Novig's focus on sports prediction markets.
Novig, co-founded by Jacob Fortinsky and Kelechi Ukah in 2021, transitioned to a sports-exclusive platform this year. Sweeney's involvement with the company includes equity and participation in campaign development. The campaign, launched September 9, featured the actress posing with sports equipment.
Sweeney has previously spoken about the public scrutiny she faces, telling Variety in 2024, "I see it, and I just can't allow myself to have a reaction." She described a perceived disconnect between her public persona and the public's expectations, stating, "It's this weird relationship that people have with me that I have no control or say over."
Sweeney gained prominence for her role as Cassie Howard in the HBO series "Euphoria," which concluded its run earlier this year. Her performance earned her an Emmy nomination.