Sydney Sweeney Refuses To Talk American Eagle Controversy At Toronto Film Festival

BreakingBusinessSydney Sweeney Says She Won't Talk About American Eagle Controversy As New Movie Premieres This WeekendByConor Murray,Forbes Staff. Murray is a Forbes news reporter covering entertainment trends.Follow AuthorSep 04, 2025, 02:56pm EDTCommentToplineSydney Sweeney is refusing to take questions about her controversial American Eagle marketing campaign at the Toronto International Film Festival this weekend, where her buzzy new movie Christy is set to premiere ahead of awards season.Sydney Sweeney's new movie, "Christy," premieres at the Toronto Film Festival this weekend. (Photo by Jon Kopaloff for Lionsgate) for LionsgateKey FactsSweeney told Vanity Fair on Thursday she would refuse to take any questions from journalists about her denim ad: I am there to support my movie and the people involved in making it, and Im not there to talk about jeans.Sweeneys new movie, "Christy," a biographical film in which she plays boxer Christy Martin, is due to premiere at Toronto on Friday.Sweeney has had a highly active few months amid the storm of controversy over her American Eagle ad, as two moviesAmericana and Edenopened in theaters this summer, though neither were hits at the box office.Since the ad went viral in July, she has consistently refused to talk about itshe hasnt addressed the ad on her social media profiles, and she declined to comment on the ad in a profile in the Wall Street Journal in August.News PegAmerican Eagle defended its campaign with Sweeny on Wednesday and boasted an uptick in customer awareness, engagement and comparable sales thanks to the Sweeney ad. The company reported Q2 revenue of 1.28 billion, beating estimates, and chief marketing officer Craig Brommers said on an earnings call the Sweeney ad is not going anywhere. Sydney will be part of our team as we get into the back half of the year, and well be introducing new elements of the campaign as we continue forward, Brommers said. The companys earnings report and defense of Sweeney caused shares to spike Thursday, jumping nearly 35 in one day.What Do We Know About Sweeneys New Movie?In Christy, Sweeney plays Christy Martin, a former professional boxer. The film follows her rise to success during the late 1980s and 1990s, as well as her attempted murder by her husband, who was 25 years her senior, in 2010. A summary on the Toronto Film Festival website says the movie features a career-best performance from Sydney Sweeney, calling it devastating and triumphant and a fierce tale of self-actualization in the face of terrifying adversity. *Reporting by Forbes.*