Sydney Sweeney Navigates Hollywood's Gaze Amidst Career Choices and Romance
The actress faces scrutiny over her provocative marketing choices and her relationship with music mogul Scooter Braun, while industry insiders debate who is truly directing her career.
Sydney Sweeney has become a prominent figure in Hollywood, marked by a series of high-profile campaigns and a public relationship with music mogul Scooter Braun. Recent marketing efforts, including a provocative advertisement for sports prediction market Novig and the promotion of her own lingerie line, SYRN, have drawn both attention and criticism, raising questions about the direction of her career and public image.
Sweeney's recent appearance in a daring Novig campaign, featuring her nearly nude and strategically covered by sports equipment, has particularly ignited controversy, drawing ire from female athletes. This follows promotional material for her lingerie company, SYRN, titled “Birthday Boobs,” released around her 29th birthday. The actress also recently appeared in a sheer gown at an Armani Beauty event in Venice.
Amidst these public appearances and a recent change in her representation, Sweeney's relationship with Braun, who is 16 years her senior, has become a focal point of industry speculation. Sources suggest Braun has played a role in brokering deals for Sweeney, with one industry insider stating she “absolutely listens to Scooter” and that he has been instrumental in her business dealings. Braun, who has three children with his ex-wife Yael Cohen, met Sweeney in June 2025 at the wedding of Jeff Bezos and Lauren Sánchez.
However, conflicting accounts suggest Sweeney maintains a long-standing team, including her lawyer Stewart Brookman, brand agent Hannah Tenenbaum, and former agent-turned-manager Jennifer Millar. A friend of Sweeney's disputes the notion that her team is unsettled by Braun's involvement, asserting that her career decisions have consistently been her own.
Sweeney's career trajectory has been notable, including her role in the surprise global hit "Anyone But You" and the successful psychological thriller "The Housemaid." She has also taken on producer roles for several of her projects through her production company, Fifty-Fifty Films, indicating a growing interest in owning stakes in her work rather than solely relying on endorsement deals. Her upcoming projects include "The Housemaid's Secret," an animated Netflix film "Gundam," and "Hollow" produced by Margot Robbie's company. She is also set to star in an adaptation of Edith Wharton's "Custom of the Country."
Some observers, like writer Rachel Richardson of the pop culture trends Substack "Highly Flammable," suggest Sweeney strategically uses provocation to gain attention, a tactic she has employed throughout her career, citing past campaigns such as her "Bathwater Bliss" soap for Dr. Squatch and the controversial American Eagle "Sydney Sweeney Has Great Jeans" advertisement. The CEO of Novig, Jacob Fortinsky, indicated that Sweeney herself was a primary driver of the creative direction for the recent campaign.
Despite the controversies, Sweeney's marketability remains high, with major brands still seeking her endorsement and CAA vying for her representation. The current discourse highlights Sweeney's agency in her career, with many suggesting that she is the primary architect of her public image and professional choices, challenging the notion that her decisions are solely dictated by her romantic relationships.