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When auto brand Ford partnered with Euphoria and The White Lotus star Sydney Sweeney to launch a women’s workwear collection in March, items began selling out in less than 36 hours. The success inspired the brand and Wieden+Kennedy New York to expand on the partnership, with a campaign aiming to break barriers for women in the automotive sector.
The initiative launches with a film showing Sweeney working on her 1964 Ford Mustang. Dressed in the Ford x Sydney Sweeney denim coveralls, which are manufactured by Dickies, she replaces a spark plug and air filter, and changes the car’s oil.