Sydney Sweeney is officially stepping into the business world with the launch of her own lingerie brand, supported by a firm backed by Jeff Bezos.
The Euphoria actress surprised many with her presence at Jeff Bezos and Lauren Sánchez's wedding, but recent reports reveal her business ties to Bezos-linked investment through Coatue.
Sweeney's brand is funded by Coatue, a private equity firm that recently received a $1 billion injection from Jeff Bezos and Michael Dell via their Coatue Innovation Fund. The investment connection is indirect but substantial, positioning Sweeney among a new wave of celebrities entering fashion with major financial backing.
Her brand is being championed by Ben Schwerin, a former Snap executive and current partner at Coatue, known for leveraging celebrity relationships in business. Coatue typically avoids consumer investments, so their support signals confidence in the brand’s potential.
Recent social media posts by Sweeney, featuring model Amélie Tremblay in coordinated lingerie and swimwear, were likely early teasers for the brand’s marketing rollout.
While full product details remain under wraps, the campaign has already stirred interest in the fashion space.
Industry analysts note the lingerie market is primed for disruption, but remain cautious until Sweeney reveals the brand’s direction and product focus. Her celebrity status and strategic partnerships may offer a competitive edge, but market execution will be key.
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