Sydney Sweeney surprised fans by wearing a dark brown wig and bangs during a day out at Santa Monica Pier in California. The Euphoria star shared photos and videos from her outing on Instagram on Wednesday, 14 October, showing a different look as she spent time with friends.
The actress, known for her long blonde hair, enjoyed arcade games, rides and a casual meal while trying to keep a low profile. Her new look soon caught fans' attention, with some saying they barely recognised her in the disguise. The post also comes amid growing debate over her recent ads for sports prediction platform Novig.
Sydney Sweeney's New Look
Sweeney's day out took place at Santa Monica Pier, where she wore a dark brown wig with full bangs to hide her usual blonde hair. Her friend Jayde Emory Hafner came up with the idea, turning a simple trip with friends into a fun chance for the actress to go undercover. Sweeney shared photos from the day, giving fans a look at the disguise.
'When ur bestie shows up and says, "here put this wig on,"' the actress wrote in her Instagram caption. She also shared moments from the outing, including time spent playing arcade games, enjoying rides and eating chicken tenders and fries. The photos showed her having fun away from the usual attention that comes with being a well-known star.
For the outing, Sweeney kept her clothes simple with a Santa Monica T-shirt, denim shorts and white trainers. She added a few luxury items, including diamond stud earrings, Bottega Veneta sunglasses and a bag from The Row. She also took on the 'Hang Time' challenge, hanging from a pull-up bar for a full minute in a video shared from the day.
Fans React to Her Disguise
Fans were quick to share their thoughts after seeing Sweeney's brunette look. One person joked, 'Are you Hannah Montana?' while another wrote, 'I didn't even recognize her.' The comments showed just how much the wig changed her familiar look.
The actress has tried darker hairstyles before, so this is not her first time moving away from her usual blonde hair. She wore a brown mullet wig while filming Christy and appeared with a black bob at the 2024 Met Gala. Her latest look, however, appears to be a temporary disguise for a day out rather than a permanent hair change.
Sweeney's casual outing comes as her work with Novig continues to draw attention online. The actress joined the sports prediction platform as a strategic partner and equity holder in September 2026, according to the company's campaign announcement. Its first campaign featured her posing with sports equipment while promoting the platform's focus on sports, but the ad faced criticism from female athletes who said it sexualised women in sport.
Novig Ad Controversy
The first Novig campaign drew criticism from athletes, including Australian Olympic swimmer Ariarne Titmus and British sprinter Amy Hunt. They were among those who spoke out against the ad, arguing that it put too much focus on a woman's body rather than sporting skill. Their reactions added to a wider debate about how women are shown in sports advertising.
Novig and Sweeney later released another ad in October, continuing the campaign's bold style. In the video, Sweeney responds to online talk about people betting on the colour of her underwear, saying, 'There are grown men making spreadsheets to bet on what color underwear I'm wearing. I mean, I'm flattered?' The campaign has kept the actress in the public eye, although her latest Instagram post focused on a fun day with friends rather than the ad debate.
Despite the attention surrounding her work, Sweeney's brunette disguise gave fans a different side of the actress. Her relaxed outfit and playful photos stood apart from the more polished looks often seen at events and on red carpets. For now, the wig appears to have been a fun way to enjoy a day out without her usual blonde hair giving her away.
