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Sydney Sweeney is entering the fashion business with heavyweight backing. The Emmy-nominated actress, best known for Euphoria and Anyone But You, is set to debut a lingerie line, an ambitious project reportedly financed in part by Amazon founder Jeff Bezos and Lauren Sánchez.
Sources told Us Weekly that Bezos and Sánchez are among a group of investors behind the brand. The project, described as "a year in the making," has also received support from Coatue Management, a private equity firm led by Ben Schwerin. Coatue recently received a $1 billion injection through its Coatue Innovation Fund, funded by Bezos and fellow tech billionaire Michael Dell.
Although no official launch date has been confirmed, insiders suggest the line will be unveiled "very soon." Sweeney's camp has yet to comment on the reports.
The venture sheds new light on Sweeney's presence at Jeff Bezos and Lauren Sánchez's $50 million wedding in Venice last month. The actress, who is not known to have a personal relationship with the couple, was photographed mingling with guests like Orlando Bloom and Tom Brady.
A source close to the production confirmed Sweeney's invitation was tied to her professional ties with Amazon MGM Studios. "She came to pay respects to the boss—just like in the old Hollywood studio era," the insider said.
Earlier this year, Sweeney was cast in Split Fiction, an Amazon-acquired adaptation of a fantasy video game directed by Jon M. Chu. The role deepened her ties with the studio, further explaining her presence at the star-studded wedding.
While Sweeney is widely recognized for her acting, she has been steadily building a commercial brand. In 2023, she collaborated with Frankies Bikinis on a swimwear line dubbed its "sexiest ever." In May 2025, she co-launched a soap bar with Dr. Squatch—infamously marketed as containing drops of her bathwater.
Sweeney is also linked to the next James Bond installment, with sources telling The Daily Mail she's "at the top of the casting list." Industry insiders say her combination of mainstream appeal and athleticism has positioned her as a front-runner.
