Many of us may know actress Sydney Sweeney from her roles in “Everything Sucks!”, “The Voyeurs”, “White Lotus”, and the award-winning “Euphoria”. But did you also know she has a love for fixing up old cars?
In February 2021, Sweeney purchased her “vintage dream car” (a red 1969 Ford Bronco); however it wouldn’t start up properly. Instead of bringing it in to be fixed, she decided to work on it herself, and document the process on her TikTok @syds_garage.
Since then, Sweeney has gone on to purchase and fix more vintage vehicles, all of which has been documented on her page. She now has over 1.6 million dedicated followers, and recently launched an exclusive collaboration with Ford this past week.
With the tagline “Built Ford Proud”, the collection promotes an inclusive space in the typically male-dominated mechanic industry. Sweeney says, “Through my Auto 101 series and the female-forward workwear collection, I hope to empower and uplift women to pursue their passions, to get involved in the world of cars, and show that anyone can follow their dreams, no matter what they are!” (Ford, 2023).
The sold-out collection features tan overalls with pink detailing, a reworked Dickies’ Original 874 Work Pants, a blue bandana, and a color-block baseball cap, all of which feature the “Ford SYD’S GARAGE” logo.
We see celebrity brand endorsements quite often, so why is this one in particular so important? Two main reasons.
1. Breaking down barriers
One of the best uses of social media is its ability to connect communities all over the world. Though times have progressed since the 1950s, there are still many areas in which one gender dominates over another (in terms of presence). With a female celebrity such as Sydney Sweeney promoting her love for working on cars (something that stereotypically is associated with men), people everywhere can see it is possible for them to do so as well. Representation is so incredibly important, especially for children growing up, as it opens a whole world of possibilities and encourages stepping out of what may be expected to find the things that really motivate you.
2. Social media can create unlikely collaborations
Sweeney created her mechanic TikTok account for her own personal use, not to sell a product. As an actress, one might assume to find her promoting her films, TV, or other entertainment. But with social media, she was able to share her passion for cars with a vast audience. With this came her collection, which may inspire other male-dominated industries to follow suit. People are complex creatures, and social media aids in showing the world multiple different sides to your personality, not simply your main focus. It can be very exciting to find out that your favorite singer also loves to read thriller novels, or your top actress enjoys the same chocolate as you before bed every night (ex. Audrey Hepburn). Seeing these normal characteristics on people we look up to strengthens our interpersonal relationship with them; it helps us relate to them even better. All of this is great for marketing, especially when a campaign is focused around a single person, because seeing a celebrity with loyalty to a product/activity promotes the same amongst their followers.
Overall, it was an unexpected but very clever move between Sweeney and Ford to launch their workwear collaboration. Not only does it diversify both parties portfolios, but it also promotes inclusivity, which is something we should all encourage.
Resources:
https://www.brit.co/sydney-sweeney-ford-bronco-collection/
https://graziamagazine.com/us/articles/sydney-sweeney-stars-in-ford-campaign-and-collaboration/
One reply on “Sydney Sweeney x Ford: inclusive workwear “designed to get dirty””
This is a great example of a collaboration that’s super genuine! I think it was a really clever move for Ford to do this and because some people already know that Sydney likes fixing up old cars, the collab it seems like less of a brand/business deal and more of a way for her to extend her hobby.