Hollywood star Sydney Sweeney, known for her breakout role in HBO’s Euphoria, is making a bold leap into the fashion world. The actress is launching her own lingerie label, supported by a major financial boost from Coatue Management—a fund backed by none other than Jeff Bezos and Michael Dell.
The venture comes in collaboration with Ben Schwerin of Coatue Management, who is playing a key role in helping Sweeney establish the brand. While the exact name and product lineup of the lingerie line are yet to be revealed, the buzz surrounding the project is immense. A $1 billion investment backing suggests a serious ambition to disrupt the intimate apparel space, traditionally dominated by brands like Victoria’s Secret, Savage X Fenty, and Skims.
This move positions Sweeney not just as an actress, but as an emerging businesswoman at the intersection of fashion and entertainment. Her brand is expected to blend style, empowerment, and inclusivity, aligning with the values Gen Z and millennial consumers increasingly demand. With her massive following and youthful appeal, Sweeney brings both star power and cultural relevance to the table.
The involvement of tech titans like Jeff Bezos and Michael Dell—albeit indirectly through Coatue—adds another layer of credibility and financial muscle. It also signals a trend of venture capitalists betting big on celebrity-led consumer ventures that blend authenticity with mass-market appeal.
As anticipation builds, the industry will be watching closely to see how Sweeney’s lingerie brand shapes up in a competitive market—and whether it lives up to its billion-dollar promise.
