Hollywood starlet Sydney Sweeney is stepping into the business world with a new brand, reportedly backed by Amazon founder Jeff Bezos and other investors.
The 27-year-old Emmy-nominated actress, best known for her role in Euphoria, is said to be launching the brand with support from private equity firm Coatue, which recently received a $1 billion investment from Jeff Bezos and fellow tech mogul Michael Dell through their Coatue Innovation Fund.
The surprising collaboration was first reported by Us Weekly, with insiders revealing that Sweeney has been working on the venture for the past year. "This has been a huge project for her," said a source close to the actress.
The move into fashion entrepreneurship comes just weeks after Sweeney was spotted at Bezos' high-profile European wedding to Lauren Sánchez, a presence that raised eyebrows due to her previously unknown connection with the billionaire couple.
Industry watchers now believe her appearance was more than just a social visit. Sweeney’s inclusion at the event may have been related to ongoing business ties, as she is also working on a major Amazon MGM Studios film project titled Split Fiction, further cementing her connection with Bezos.
In addition to her business ventures, Sweeney is reportedly being considered for the role of a Bond girl in the next James Bond installment. A source told UK media that she is “at the top of the casting sheet” and has already caught the attention of the film’s producers, thanks to her rising global appeal and physical performance abilities.
Beyond acting, Sweeney continues to build her brand empire. She has collaborated with skincare brand Laneige, haircare brand Kérastase, and beverage label Bai, and recently made headlines for launching a novelty soap product in collaboration with men’s grooming brand Dr Squatch.