Jamie Lee Curtis, the 66-year-old Oscar-winning actress and Hollywood icon, has once again proven her knack for stealing the spotlight, this time with a daring fashion choice that sent social media into a frenzy. During a promotional campaign for Disney’s Freakier Friday, the highly anticipated sequel to the 2003 hit Freaky Friday, Curtis appeared in a provocative, low-cut outfit that sparked a viral storm of reactions. The bold ensemble, a departure from her typically sophisticated and understated style, became the talk of the town, with fans and critics alike debating her audacious look as the film hit theaters on August 8, 2025. Curtis’s fearless embrace of this new aesthetic not only amplified buzz for the movie but also cemented her status as a cultural force who continues to defy expectations at every turn.

Freakier Friday, directed by Nisha Ganatra, reunites Curtis with Lindsay Lohan in a multigenerational body-swap comedy that expands on the beloved original. Curtis reprises her role as Tess Coleman, now a grandmother, while Lohan returns as Anna Coleman, a mother navigating the challenges of a blended family. The film introduces two new characters—Anna’s rebellious teenage daughter Harper (Julia Butters) and her soon-to-be stepdaughter Lily (Sophia Hammons)—who join the chaotic swap, triggered by a quirky psychic played by Vanessa Bayer. With a reported budget of $45 million, the film earned a respectable $30 million during its opening weekend and has grossed $86.3 million worldwide after ten days, despite mixed reviews that praise its nostalgic charm but note its cluttered narrative. Curtis, also a producer on the project, has been a driving force behind its promotion, leveraging her star power to reignite fan fervor for the franchise.

The internet-breaking moment came on August 15, 2025, when Disney released a promotional video on TikTok featuring Curtis delivering a heartfelt message about why families should see Freakier Friday. Clad in a low-cut denim top with a form-fitting silhouette, Curtis exuded confidence and playfulness, urging viewers to catch the film in theaters for a “sweet” end-of-summer experience. The outfit, described as a bold departure from her usual tailored suits and elegant gowns, instantly became a viral sensation, racking up over 11 million views within days. Social media platforms like X and Instagram exploded with reactions, from fans marveling at her ageless charisma to others expressing surprise at the risqué choice. “Jamie Lee Curtis out here proving 70 is the new 30 with that outfit,” one X user gushed, while another quipped, “I hope I look this hot when I’m her age!” The clip, interspersed with scenes from the movie, shifted focus from Curtis’s message to her striking appearance, with memes, GIFs, and fan art flooding the internet.

Curtis’s fashion choice wasn’t limited to the digital realm. On the same day, she made a surprise appearance at a screening of Freakier Friday at the El Capitan Theatre in Hollywood, wearing the same eye-catching denim look. The event, attended by enthusiastic fans and industry insiders, further amplified the buzz, with photos of Curtis on the red carpet circulating widely. Her ensemble—a plunging neckline paired with sleek pants and subtle accessories—drew comparisons to her iconic roles in films like True Lies (1994), where her sultry dance scene as Helen Tasker left audiences stunned. Fans on X were quick to point out her history of bold performances, with one user noting, “All these people shocked by Jamie Lee Curtis’s outfit need to rewatch True Lies. She’s been a baddie for decades!” Another referenced her role as Wanda Gershwitz in A Fish Called Wanda (1988), highlighting her long-standing ability to blend comedy with allure.

The viral moment comes at a time when Curtis is enjoying a career renaissance. Her 2023 Oscar win for Best Supporting Actress in Everything Everywhere All at Once and her acclaimed guest role as Donna Berzatto in The Bear have solidified her as a versatile talent. Freakier Friday marks another milestone, with Curtis not only starring but also producing, a role she took seriously by insisting the film be shot in Los Angeles as a “love letter” to the city. Her promotional hustle, from global premieres in Sydney to social media campaigns, reflects her indefatigable energy. The denim outfit, designed by costume designer Natalie O’Brien, was a strategic choice to embody the youthful spirit of Lily, the British teen whose body Tess inhabits during the film’s swap. O’Brien revealed that Curtis embraced the look with a mix of curiosity and humor, asking, “Do kids really dress like this?” before fully committing to the character’s Gen Z-inspired aesthetic.

The public’s reaction to Curtis’s outfit has been a mix of admiration and debate. Supporters celebrated her confidence and defiance of ageist Hollywood norms, with one X post declaring, “Jamie Lee Curtis is a legend flexing her style and owning it!” Others, however, found the choice jarring, given her reputation for more conservative red-carpet looks. “I was not familiar with her game,” one user admitted, echoing a sentiment shared by those surprised by the shift. Some speculated about cosmetic enhancements, though Curtis has been open about her past regrets over plastic surgery in her 20s, as noted in a 60 Minutes interview. In a 2023 Instagram post, she reflected on a 2002 More magazine photoshoot where she posed unretouched in underwear, a move that sparked her journey toward body positivity and recovery from self-image struggles. Her candidness about aging naturally has only endeared her further to fans, making her bold Freakier Friday look a powerful statement against the “cosmeceutical industrial complex” she’s criticized.

The outfit’s impact extended beyond social media, influencing discussions about Freakier Friday’s broader appeal. The film’s costume design, a highlight praised by critics, plays a key role in distinguishing the four swapped characters. O’Brien’s choices, like a magenta body-con dress with mesh sleeves for Curtis’s Lily-inhabited Tess, amplify the comedy of a grandmother adopting a teen’s flamboyant style. The inclusion of the iconic Diane von Furstenberg dress from the 2003 film, sourced from eBay and modified to fit, serves as a nostalgic nod, appearing in the sequel’s final scene. These fashion choices underscore the film’s theme of embracing identity across generations, a message Curtis has championed both on and off-screen.

Despite its strong opening, Freakier Friday has faced challenges at the box office, with $86.3 million globally against competition from horror films like Weapons. Mixed reviews, such as a harsh Time critique calling it “humiliating” for its cast, prompted Curtis to defend the film on Instagram, labeling the review “a tad harsh” and urging fans to “make good choices” and see it. The movie’s 73% Rotten Tomatoes score and 94% audience rating reflect its appeal to nostalgic fans and families, with Curtis’s comedic performance as a teen-trapped grandmother earning particular praise. Her ability to lean into zany physical comedy, from hiding behind record bins to coaching a flirtatious scene, recalls her Oscar-winning turn in Everything Everywhere All at Once.

Curtis’s viral moment also highlights her influence as a social media-savvy star. Her posts, from celebrating the film’s cast to clapping back at critics, have garnered attention, with outlets like Page Six calling her “bold” for her unfiltered approach. Her history as a spokesperson for brands like Activia yogurt and Hertz rental cars has honed her promotional instincts, but Freakier Friday’s campaign feels personal. Curtis’s bond with Lohan, whom she credits for making the sequel possible, shines through in their joint appearances, from Sydney’s purple carpet to Los Angeles premieres. Lohan, now a mother to two-year-old Luai, has praised Curtis’s mentorship, while Curtis lauded Lohan’s resilience, telling Variety, “She’s taught me so much.”

The internet’s obsession with Curtis’s outfit underscores her enduring ability to captivate. Whether it’s her fearless comedy, her advocacy for authenticity, or her willingness to push boundaries, Curtis remains a force. As Freakier Friday continues its theatrical run, her viral promo has ensured all eyes are on the film, proving that at 66, she’s not just keeping up with Hollywood’s younger stars—she’s setting the pace. Fans may debate the denim top, but there’s no denying Curtis’s knack for making headlines, sparking laughter, and reminding the world why she’s a true icon.