Actress Sydney Sweeney, known for her role in “Euphoria,” is entering the fashion business with her own lingerie line. According to Us Weekly, the 27-year-old has been developing the brand’s concept “over the past year.”
Reports indicate the venture has significant financial backing. Puck claims the project is sponsored by billionaire Amazon founder Jeff Bezos and his wife, Lauren Sánchez. The couple reportedly decided to “invest in the promising enterprise” following their Venice wedding, which Sweeney attended. Additionally, Sweeney is said to have secured support from Ben Schwerin of private investment firm Coatue, facilitating a combined investment of one billion dollars from Bezos and fellow magnate Michael Dell.
This high-profile backing potentially explains Sweeney’s presence at Bezos and Sánchez’s lavish wedding last month, an invitation that surprised some observers given insider reports suggesting limited prior personal connections between the actress and the newlyweds.
This lingerie launch marks Sweeney’s second business venture. She previously entered the beauty market with a provocative limited-edition product: soap made with water from her own bathtub. That initiative faced sharp criticism, with some accusing it of promoting sexism and misogyny.
