Sydney Sweeney ditches signature blonde locks for unrecognizable new look

Sydney Sweeney shared photos from Santa Monica Pier wearing a brunette wig, after her best friend suggested she try it on. The temporary change drew comments from fans who said they barely recognised her and liked the look.

The outing comes amid criticism of Sweeney’s Novig sports betting advertisements, which some athletes and critics say sexualise women in sport. Swimmer Ariarne Titmus called the first advert a “kick in the face” to women in sport, while gymnast Gracie Kramer and sprinter Amy Hunt also criticised its portrayal. Sweeney later shared images of athletes who had posed for ESPN’s Body Issue, then appeared in another Novig advert wearing white underwear and covering herself with footballs.