‘Uncancelable’ Sydney Sweeney is employing ‘bomb-proof’ techniques to cling on to fame despite backlash
Sydney Sweeney is employing masterful PR tactics in a desperate bid to hang on to fame amid her seemingly ever-growing list of controversies, a reputation expert has claimed.
From her eyebrow raising American Eagle jeans campaign – which drew comparisons to the racist language of eugenicists – to her new romance with divisive music exec Scooter Braun, the Euphoria actress, 27, has found herself embroiled in several media storms in recent months.
While Sweeney has so far managed to evade being blacklisted from Hollywood completely, it seems as though she is now clinging onto her reputation.
Over the weekend, her new film Christy, in which she plays Hall of Fame boxer Christy Martin, tanked at the box office after grossing a meager $1.3 million.
And, adding insult to injury, fellow celebs appear – including Ruby Rose and Aimee Lou Wood – have taken a public stand against her and her political views.
According to reputation expert Eric Schiffer, Sweeney has enlisted clever PR techniques in a bid to cool the mounting backlash.
Speaking exclusively to Daily Mail, he explained that she has so-far bashed away criticism by simply never apologizing – and in doing so, has scaled her relevance.
However, while Sweeney looks ‘cancellation-bulletproof right now,’ Schiffer warns that she should tread carefully.
Sydney Sweeney looks ‘cancellation-bulletproof right now’ amid her mounting controversies, according to reputation expert Eric Schiffer
The actress, 27, has been at the center of several media storms in recent weeks
Schiffer said: ‘She’s evading damage because she never fed the beast: no apology tour, then straight back to work.
‘Hollywood reads heat as currency, and she proved she can take a vicious wallop and survive. Guts with composure sells; audiences prefer confidence over contrition. It would be reckless debating eugenics semantics.
‘Her star persona is a weapon, and America – plus a lot of the world – like and gravitate toward her, and that’s a jean covered bomb-proof reputation suit.’
Last week, Sweeney faced further public scrutiny after she broke her silence on her controversial American Eagle jeans campaign.
The divisive ad, which was accused of promoting white supremacy, played on her ‘good jeans’ and ‘good genes.’
Despite the public outrage, Sweeney had remained relatively silent on the backlash, only breaking her silence in an interview with GQ where she dodged questions about the campaign and refused to defend or condemn it.
Speaking to the publication, she said: ‘I did a jean ad. The reaction definitely was a surprise, but I love jeans. All I wear are jeans. I’m literally in jeans and a T-shirt every day of my life.’
‘To the right and much of the middle, she sold denim, not doctrine,’ Schiffer said of Sweeney’s controversial American Eagle ad.
Sweeney ignited a cultural firestorm earlier this year when the denim brand released the campaign, with the wordplay on ‘good jeans’ and ‘good genes’ drawing comparisons to the racist language of eugenicists (pictured)
Turning his attention to her non-apology, he continued: ‘In GQ she made it crystal clear she didn’t care if some took it wrong, which is Godfather-level crisis comms.
‘The GQ splash only scales her relevance, but many on the left see her dancing on a razor with a rifle scope on her jugular – warning of brand erosion from arrogance, and a star mistaking viral gasoline for career oxygen that ends in box-office catastrophe.’
But that’s not all. In recent months, Sweeney has steadily raised eyebrows after a string of controversial moves.
In June, she attended Lauren Sanchez and Jeff Bezos’s wedding in Italy, and two months later in August, she was revealed as a registered Republican voter.
President Donald Trump even came out and defended her during the American Eagle storm.
More recently, Sweeney has faced online backlash for dating ‘canceled’ music exec Braun, 44, and for simply appearing as the cover star for the latest issue of GQ.
Braun has long been hated by Taylor Swift fans after he purchased the hitmaker’s musical masters in a deal reportedly worth more than $300 million.
Sweeney pictured with her controversial love interest Scooter Braun earlier this month
In the years since, Swift very publicly battled against Braun, claiming that she had tried to purchase the masters herself but had not been given the chance, and accused him of ‘incessant, manipulative bullying.’
Swift subsequently re-recorded several of her albums that she had lost the masters of, and, in May this year, she finally bought back the rights to all her music for a reported $360 million.
At the time of writing, Sweeney has numerous projects lined up.
Next month, she will appear in The Housemaid alongside Amanda Seyfried. In 2026, she will no doubt be busy promoting season three of Euphoria.
But, Sweeney will need to tread carefully if she wants to maintain her standing in Hollywood, Schiffer warns.
‘Her brand can keep playing truth-teller as long as facts stay on her side,’ he said.
Whether Sweeney will be able to hold onto her star power remains to be seen.
