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Hollywood starlet, Bond Girl contender, and now lingerie mogul? Sydney Sweeney is taking her career in a bold new direction and bringing some billionaire backup along for the ride.
The "Euphoria" actress, 27, is reportedly gearing up to launch her lingerie brand, with none other than Jeff Bezos and his new wife Lauren Sánchez Bezos helping bankroll the venture. According to Us Weekly, Bezos and Sánchez Bezos have "invested" in the upcoming line, signaling a surprising pivot for Sweeney.
The Wedding That Sparked the Rumors
Let's rewind to June, when Sweeney was spotted partying at Bezos' extravagant wedding in Venice, Italy. The guest list included Orlando Bloom, Oprah, Kim Kardashian, Ivanka Trump, and Tom Brady, but Sweeney's presence raised eyebrows, since she's not known to be friends with either Bezos or Sánchez.
Her attendance was not about friendship; it was business instead. An insider told Page Six that Sweeney attended "to pay respect to the boss," drawing parallels to old-school Hollywood politics where stars networked with studio heads. In this case, the "boss" is Bezos, whose empire includes Amazon and MGM Studios, the same studio backing several of Sweeney's upcoming projects.
Sweeney's Expanding Empire
Sweeney recently signed on to star in "Split Fiction," a fantasy/sci-fi adaptation directed by Jon M. Chu ('Wicked') and written by the 'Deadpool' team. Amazon MGM Studios scooped up the film earlier this year, reportedly increasing her visibility within Bezos' inner circle.
But the lingerie line is where things get even more interesting. Sources say the project is a passion play for Sweeney, who's been developing the brand quietly for the past year. Though the line's name hasn't been publicly revealed yet, early buzz suggests it'll balance playful femininity and bold confidence.
Ben Schwerin of Coatue Management, a private equity firm that recently secured a $1 billion boost from Bezos and fellow billionaire Michael Dell, is backing the business. So this seems to be a serious investment with serious money behind it.
Sweeney's Strategic Brand Moves
If you think Sydney Sweeney is just acting her way through Hollywood, think again. She's been stacking innovative brand partnerships and building a quiet empire. From her viral (and controversial) soap collab, including her bathwater droplets, to her high-end beauty deals, Sweeney's influence goes far beyond the screen.
Earlier this year, she signed on to portray legendary female boxer Christy Martin in an upcoming biopic. Meanwhile, her role as Cassie Howard in "Euphoria" is set to return in the HBO series' upcoming third season.
Bond Girl? Here's Why Everyone's Talking
As if that weren't enough, Sweeney is reportedly at the top of the list to become the next Bond Girl. With "Dune" director Denis Villeneuve in talks to helm the upcoming 007 installment, industry whispers suggest Sweeney's name keeps coming up for good reason.
"She has the quality of being athletic and able to perform physical scenes, as well as being feminine," a source told The Sun. "Denis believes she is hugely talented, as well as having an alluring appeal to younger generations, vital in modernizing the franchise."
Let's not forget that Bezos reportedly has creative influence over the next Bond installment through his control of Amazon MGM Studios.