Jimmy Choo dropped an ad this week featuring Sydney Sweeney as a ballet dancer (in their sky high white leather boots), and the backlash has been swift. We’re in an era where audiences are deeply attuned—not just to what’s being sold, but who is selling it, and why. So what’s happening here?

First, people are upset that Sydney is appearing to mock ballet, and they are insinuating that in hiring her, Choo is insulting actual ballerinas who have spent their lives honing this craft. This has happened before, with a 2014 Free People ad featuring models in pointe shoes who clearly did not know how to wear pointe shoes. Ballerina fans and dancers were quick to report concerns over technique, safety, and disrespect for dance. 

But what I find more interesting is that featuring someone like Sydney Sweeney right now, on the heels of her eugenics-esque “Sydney Sweeney has great jeans” American Eagle ad, her rumored relationship with the polarizing Scooter Braun, and her business dealings with Jeff Bezos (and who also seems to be a spokeswoman for so, so many products) now comes with a risk in my opinion. 

Sydney hasn’t directly addressed the fallout she received from the American Eagle spot, and we don’t know her values or politics per se, but that doesn’t shield Sweeney from association. When audiences begin to link a celebrity with a controversial narrative, every new appearance becomes a test of intent and trust. The Jimmy Choo ad might not be at fault—but to some, the timing felt off, the optics skewed. If your spokesperson already polarizes, every new campaign will come pre-filtered through that lens. Test for resonance and risk—even if the concept seems harmless.

At the end of the day, featuring a star like Sydney Sweeney in a campaign injects high visibility—but it also comes with heightened scrutiny. It’s a double-edged sword. When the emotional tenor of the moment isn’t accounted for, what might have been seen as glamorous or edgy becomes inflammatory or insulting or just in bad taste. 

Brands—especially legacy ones like Jimmy Choo—must ask: Does this choice reflect our values? Does it resonate with our audience? And are we prepared to stand by it—even in the fire—in our patent leather boots?

Julie Talenfeld

Founder and CEO