Sydney Sweeney, a native of Spokane, Washington, has returned home to extend a helping hand to her community amidst persistent wildfires. However, her well-intentioned efforts have not been without criticism from some corners of the internet.
The 28-year-old Euphoria actress, along with her boyfriend, Scooter Braun, 45, engaged in a philanthropic collaboration on Wednesday. Partnering with the World Central Kitchen and Women and Children’s Free Restaurant, they devoted their day to distributing meals to those affected by the fires.
Captured in videos shared on social media, Sweeney was seen personally delivering food packages to cars, embodying the spirit of community support.
Yet, not everyone was quick to praise her actions. Some online critics revisited her involvement in a contentious American Eagle ‘good jeans’ advertisement from the previous year, suggesting her altruism was merely a bid for positive publicity.
The ad campaign, launched in 2025, stirred significant controversy. It sought to play on the double entendre of ‘good jeans’ and ‘good genes,’ but instead, it struck a nerve. Detractors alleged it endorsed messages of ‘white supremacy’ and ‘eugenics,’ drawing a frenzy of backlash and accusations even involving ‘Nazism.’
It appears the backlash is still raging on, as one comment under a video of her volunteering on Wednesday read: ‘This is her way to absolve herself from her incredibly xenophobic jeans ad. What a way to “win” over maga.’
Sydney Sweeney, 28, has been volunteering in her hometown of Spokane, Washington to help locals amid ongoing wildfires, but her efforts have been trolled by some fans
The Euphoria star and her boyfriend Scooter Braun, 45, were seen handing out meals to those in need on Wednesday
‘That just means she listened to her PR manager for once,’ another wrote.
‘No, this doesn’t change my opinion of her,’ someone else added.
‘Only if you’re in the same “great jeans” right?’ another asked, while someone else wrote, ‘What a great PR opportunity for her…’
However, many fans came to the star’s defense and praised her for the act of kindness, with one writing, ‘What a fantastic role model she is for our young girls.’
‘Alright, Syd! Always thought she was a class act, this confirms it,’ another added.
‘Love her, the kindness is in her JEANS,’ someone else chimed in, while another person wrote, ‘What an awesome thing to do! God bless her.’
‘Whether its a publicity stunt or not, at least she’s doing something for people in need,’ yet another commentator wrote.
‘She’s doing something selfless. I applaud her,’ a fan on X added.
The Daily Mail has reached out to representatives for Sweeney for further comment on the story.
The actress was seen approaching cars herself to deliver bags with food in videos shared to social media
However, some commentators have still not forgotten her controversial American Eagle ‘good jeans’ ad from last year, and accused her of trying to win good publicity with the kind deed
However, many fans came to the star’s defense and praised her for the act of kindness, with one writing, ‘Always thought she was a class act, this confirms it’
Earlier this week Sweeney revealed that members of her family have been impacted by the wildfires.
The actress and her boyfriend have been helping on the ground, bringing food to firefighters and helping prepare and distribute meals to those affected by the fires, according to TMZ.
Sweeney has also been seen buying groceries and working with restaurants in the area to secure food and shelter for residents who have been uprooted from their homes, a source told the publication.
The actress has also reportedly made generous donations to a number of relief organizations.
On Tuesday, she took to her Instagram Stories with a series of messages as government officials said the blaze had scorched more than 10,546 acres and affected at least 700 structures.
‘Spokane has always been home to me,’ the A-list actress wrote on the social media platform. ‘It’s where I grew up, where my family still lives, and where so many of the people and places that shaped me are.’
Sweeney, who’s received Emmy nominations for her work on shows such as The White Lotus and Euphoria, said that ‘the devastating fires have changed countless lives in ways that are hard to put into words.’
Sweeney said that her relatives were among 65,000 people officials estimated were under orders to evacuate their homes, according to USA Today.
‘Thousands of families have lost their homes, their belongings, and places of business, including members of my own family,’ Sweeney said. The star added that ‘this devastation is something our community has never experienced on this scale.’
The actress and her boyfriend have been helping on the ground, bringing food to firefighters and helping prepare and distribute meals to those affected by the fires; Sweeney pictured doing volunteer work in Spokane on Wednesday
Government officials Tuesday said the blaze had scorched more than 10,546 acres and affected at least 700 structures
Sweeney added that ‘unlike larger cities that often receive an overwhelming amount of national attention and resources, Spokane doesn’t have the same spotlight.’
Sweeney added links to organizations she said were ‘doing the real work on the ground’ – including Innovia Foundation, SpokAnimal, Watch Duty and Second Harvest.
‘Thank you for standing with my hometown during one of its most difficult moments. Love, Syd.’
Sweeney opened up to Harper’s Bazaar Australia three years ago about how her maternal side of the family was from the area.
She said that the 2008 economy crash ultimately led them to move from Spokane to Los Angeles, where she was getting her beginnings in show business.
‘It’s very difficult coming from a small town and a lower-middle-class family, affording two places at the same time,’ Sweeney said. ‘Then the crash happened, and my dad lost his job, and we lost our home.’
‘My parents just made the decision, “Let’s just stay in LA; we don’t have anything holding us back home anymore.”‘
Upon establishing herself in Hollywood, Sweeney said she eventually purchased a house that her great-grandparents once owned.
‘To be able to put memories like that back into our family was very special,’ she told the outlet.
Her ‘great jeans’ campaign for American Eagle last year was branded ‘Nazi propaganda’ by woke critics
Sweeney’s ‘Great Jeans’ promotion last year generated significant backlash online after critics seized on a marketing message referencing genetics.
Taking to social media, many expressed their shock at messaging – which they aligned to ‘Nazi propaganda.’
One critic called it ‘one of the loudest and most obvious racialized dog whistles we’ve seen and heard in a while.’
The backlash was intensified by reports that the blonde beauty is a registered Republican, which only fueled more criticism from woke corners of social media.
Following the backlash, Sweeney impressed MAGA community members and right-wing followers with her measured refusal to apologize in a new GQ interview.
‘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,’ she said.
