Sydney Sweeney, the breakout star of Euphoria and the viral Anyone But You, is creating major buzz far beyond the screen. The 27-year-old actress is drawing headlines not just for her luminous red carpet style or magnetic on-screen performances, but for her most ambitious move yet: launching her own lingerie brand. This new venture winds together Hollywood glamour and just enough secrecy to keep the entire fashion world talking.

As the details behind her headline-making Venice invite finally surface, a powerful alliance and a business strategy come sharply into focus.

Sydney Sweeney’s attendance at Jeff Bezos and Lauren Sánchez’s Venetian wedding had many speculating about her place among the select guest list. It now makes perfect sense. Sweeney is reportedly set to launch her lingerie line soon, a project more than a year in the making, with Bezos investing $1 billion fund via Coatue, as per The Economic Times. Their involvement goes beyond a simple investment. What began as a glamorous wedding invitation has crystallized into a calculated business partnership, symbolizing the intersection of star powers.

Ben Schwerin, partner at Coatue, the private equity firm, also invested in the brand and plays a strategic role. It linked Sydney Sweeney’s creative vision with a tech-empowered investment empire. Sweeney’s project is not only highly anticipated for its fashion credentials but is already one of the highest-profile celebrity-led launches in recent memory.

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From on-screen portrayals to off-screen entrepreneurial spirit, it was definitely not her first time in the spotlight

It is not the first time Sydney Sweeney has blended her acting career with entrepreneurial spirit. In 2023, she partnered with Frankie's Bikinis to create a stunning swimwear line inspired by Italian summer romance. The collection featured Sweeney both as designer and campaign frontwoman, showcasing her eye for detail and commitment to pieces that made wearers feel unapologetically themselves.

Modeling vibrant halter bikinis and delicate lace sets, Sydney Sweeney emphasized confidence and freedom as core values, perhaps, of the ethos behind her imminent lingerie brand. Her ability to fuse personal flair with broad appeal, plus her high-profile associations, positions her uniquely at the tip of fashion’s next big story. Sweeney’s business empire reaches far beyond her on-screen presence, covering everything from high fashion and real estate to beverage lines and vintage car restorations. Her indie production company, collaborations with luxury brands, and hands-on ventures like Syd’s Garage have made her a true multi-hyphenate force in Hollywood.

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Will Sydney Sweeney’s lingerie label be the next viral sensation? Let us know in the comments below.