Sydney Sweeney, the 27-year-old actress known from the hit show “Euphoria”, is starting her own lingerie brand—and this time, she’s not just a face on the label. Sydney will be personally involved in designing the pieces, bringing her unique style into the collection.
The project is backed by Ben Schwerin, a partner at Coatue Management, an investment firm that recently received $1 billion in funding from Jeff Bezos. While Bezos isn’t directly investing, his financial influence is clearly supporting this new venture.
Fans and media started connecting the dots after Sydney was seen attending the exclusive wedding of billionaire Jeff Bezos and Lauren Sánchez in Venice. Many were surprised to see her among the invited guests, but with her new business plans now revealed, the invitation suddenly makes sense.
Sydney isn’t just building a brand—she’s building a statement. Known for her bold and confident personality, she has often been in the spotlight not only for her acting talent but also for embracing her natural body image. While some critics have called her style “too revealing,” Sydney has pushed back, saying she doesn’t believe she’s doing anything wrong. In her own words, the media creates her image, and it’s out of her control.
This new lingerie brand might just be Sydney’s way of owning that image and turning it into something empowering.
