Instead of investing his nearly infinite wealth to make sure every man, woman and child around the world has access to clean water—he’s putting that cash to work for something even better. Lingerie.
Sydney Sweeney is making a ‘bold’ move into the fashion industry with the upcoming launch of her own lingerie line—but the financial muscle behind her project is raising some eyebrows.
According to Us Weekly, the 27-year-old “Euphoria” star has spent the past year developing the brand, which is reportedly set to debut “very soon.”
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Backing her venture are some unexpected names: billionaire Amazon founder Jeff Bezos and his fiancée, Lauren Sánchez.
“This has been a huge project for her and something she’s been working on for the last year,” a source told Us Weekly.
While the effort may be a passion project for Sweeney, the corporate influence behind it is hard to ignore.
Image Credit: Screenshot, Instagram / @sydney_sweeney
Bezos’ involvement, in particular, appears to go deeper than a simple investment.
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The line is also being supported by Ben Schwerin, a partner at private equity firm Coatue—a company recently injected with $1 billion from Bezos and fellow tech titan Michael Dell through the Coatue Innovation Fund, according to The Economic Times.
As with many of Bezos’ ventures, this lingerie project seems to follow the familiar formula: find a rising star, plug in capital, and extend influence under the banner of “innovation.”
While Sweeney is undoubtedly the creative face, there’s little doubt who holds the financial power.
Image Credit: Screenshot, Instagram / @sydney_sweeney
Sweeney’s team has not responded to request for comment, but her previous work in fashion speaks to her growing interest in design.
In 2023, she teamed up with Frankies Bikinis to release a steamy swimwear line inspired by Italian summer romance—one the brand called its “sexiest ever.”
“It’s powerful to show the world you are unapologetically yourself,” Sweeney told Elle at the time.
“We wanted pieces that made people feel confident and free in their bodies.”
Image Credit: Screenshot, Instagram / @sydney_sweeney
That message of body empowerment may feel somewhat at odds with the presence of Silicon Valley billionaires pulling strings behind the scenes.
Still, the actress-turned-entrepreneur seems determined to make her mark in a space long dominated by corporations and conglomerates.
Her appearance at Bezos and Sánchez’s high-profile wedding in Venice last month only added fuel to the speculation.
The “Anyone But You” star was spotted socializing with guests like Orlando Bloom and Tom Brady, prompting some to question why she was invited at all.
Conservative commentator Megyn Kelly offered her own take, albeit in crude fashion, during The Megyn Kelly Show: “Sydney Sweeney’s the new toast of the town out there because she’s got these enormous breasts that everybody’s obsessed with.”
But sources pushed back on that narrative.
Sweeney’s invitation had more to do with business than looks: she’s starring in an upcoming film for Amazon MGM Studios, and the Venice celebration was a chance to “pay respects to the ‘boss,’ just like in the old days of Hollywood.”
One insider clarified that Sweeney “is not friends with either one of them,” referring to Bezos and Sánchez, underscoring the transactional nature of the event—and perhaps the industry itself.
With Hollywood and Big Tech increasingly intertwined, Sweeney’s lingerie line is shaping up to be more than just another celebrity brand.
Image Credit: Screenshot, Instagram / @sydney_sweeney
It’s a case study in how power, money, and influence quietly shape what consumers see, wear, and buy.
While Sweeney brings the vision and visibility, Bezos brings the billion-dollar infrastructure—and with that, the baggage of a corporate titan known as much for union busting and tax avoidance as he is for business acumen.
Whether this pairing empowers women or simply exploits another market remains to be seen.
Either way, Sydney Sweeney is stepping into a new chapter—and doing so under the ever-watchful gaze of one of the world’s most scrutinized billionaires.
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