Sydney Sweeney Channels Modern Cowgirl in Surprise HEYDUDE Campaign—Her Cowboy-Hat Look Is Breaking the Internet

Actress-producer Sydney Sweeney is everywhere this month, riding a wave of new roles, eye-catching fashion moments and fresh brand partnerships that are keeping her name at the top of entertainment searches worldwide. Method-acting grind for Apple TV+ thriller Sweeney’s next leading role arrives June 13 in “Echo Valley,” an Apple TV+ psychological thriller directed by Michael Pearce. To play a young woman spiraling into addiction, the 27-year-old star immersed herself in real-world footage of substance abuse on Los Angeles’ Skid Row, a research process she describes as “emotionally exhausting but essential” for authenticity. Style icon status solidified on two continents The press tour is doubling as a runway. In London, Sweeney channeled Old Hollywood glamour in an aquamarine custom Armani Privé column gown, complete with opera gloves and diamond drop earrings—an ensemble fashion critics hailed as her most sophisticated to date. Stateside, she shut down the “Echo Valley” premiere in Los Angeles wearing a scarlet Vera Wang ballgown with a 15-foot train, instantly dominating social feeds and red-carpet roundups. Expanding her brand portfolio Away from film sets, Sweeney laced up a new collaboration with casual-footwear label HEYDUDE, starring in a Western-inspired campaign that pairs her with distressed denim, a suede fringe jacket and a Stetson-style hat—imagery designed to introduce the laid-back shoe brand to a Gen-Z audience. The deal follows her ongoing partnerships with Armani Beauty and Laneige, underscoring her growing influence in fashion and beauty. Hometown honor during Boxing Hall of Fame Weekend Adding a philanthropic twist to her busy calendar, Sweeney will serve as Grand Marshal of the International Boxing Hall of Fame’s Parade of Champions on June 8, an event that supports youth boxing programs and draws thousands to Canastota, New York. The appearance nods to her upcoming untitled boxing biopic, now in pre-production, for which she’s reportedly gaining muscle and training with former world champions. What’s next With “Echo Valley” poised for streaming success, the Emmy-nominated “Euphoria” alum will segue to filming Ron Howard’s space-race drama “Project Artemis” and executive-producing a limited series about 1990s female athletes. Coupled with her viral fashion streak and expanding endorsement slate, Sydney Sweeney’s 2025 looks ready to eclipse even her breakout years—making her one of Hollywood’s most searched and talked-about talents this summer.