Sydney Sweeney Makes Major Business Move With Lingerie Line Backed By Famous Billionaire

Yahoo

23-07-2025

Sydney Sweeney is set to launch a new lingerie line, with a billionaire reportedly backing her.
The brand is said to be associated with the private equity firm Coate, which recently received a $1 billion investment from Jeff Bezos.
Sydney Sweeney has previously worked with other lingerie brands, including Parade and Frankies Bikinis.
The Lingerie Brand Is A 'Huge Project' For Sydney Sweeney
Weeks after Sydney Sweeney was spotted at Jeff Bezos and Lauren Sanchez's wedding in Venice, it has become even clearer why the actress attended the ceremony despite not being friends with the couple.
According to reports, she has plans to launch a new lingerie line that appears to be backed by the tech billionaire.
Bezos, as reported by Puck, had invested $1 billion in a private equity firm, Coate, whose partner Ben Schwerin is tied to the lingerie brand.
While the Emmy-nominated actress has yet to confirm the news herself, a source close to Sweeney claimed the line is launching "very soon," according to Us Weekly.
For now, the name of the brand and the type of lingerie to be sold remain a mystery, but what is certain is that it is a "huge project."
"This has been a huge project for her and something she's been working on for the last year," the source added about the 27-year-old.
The Actress Has Collaborated With Other Lingerie Brands In The Past
The launch of the lingerie brand seems long overdue, given that Sweeney had previously collaborated with other lingerie brands.
In 2021, she became the celebrity face of Parade's lingerie brand, starring in a campaign lensed by Donna Trope.
For the campaign, the star wore a number of punchy, brightly colored pieces featuring ultra-lightweight, silky mesh. Most of the collection increased by 3x, promoting inclusivity for its users.
Aside from Parade, Sweeney also collaborated with Frankies Bikinis in 2023. The brand and the actress teamed up to launch a collection titled Love Letters by Sydney Sweeney.
The sexy collection featured swimwear and ready-to-wear pieces with delicate embroidery, lace details, romantic transparencies, ruffled jacquards, and a variety of silhouettes.
Meanwhile, Sweeney has also served as a brand ambassador for the Italian fashion house Miu Miu since 2022 and has been frequently spotted wearing the brand's iconic designs.
Sydney Sweeney's Bathwater Soap And Other Business Moves
The actress has been on a roll recently when it comes to monetizing her image and brand.
Prior to launching her lingerie line, Sweeney sent fans into a frenzy by collaborating with Dr. Squatch to produce soap bars made with her very own bathwater.
It turned out to be a genius idea as the soap sold out in mere seconds for $8 upon its release and subsequently appeared on eBay for as high as $2,000.
During a chat with E! News about the business move to sell her bathwater, Sweeney boldly admitted that it was actually her idea: "I pitched it."
Following the launch of the bathwater soap, Sweeney announced a new partnership with ice cream franchise Baskin-Robbins for the introduction of the "Sweet on Sydney Menu," a limited-time offering that debuted on July 1.
The special offering celebrated the actress's long-time love of Baskin-Robbins with two colorful creations.
"Baskin-Robbins has been part of my life for as long as I can remember — it's where a lot of great memories were made, and I still find myself going back pretty often," Sweeney said, per The Mirror. "Rainbow Sherbet has always been a favorite, so getting to see it featured like this feels really special."
The Actress Doesn't Believe In The 'Women Empowering Other Women' Narrative
Last year, Sweeney reflected on her experience working in Hollywood during a candid Q&A for Vanity Fair's 2025 Hollywood issue.
In the interview, she criticized the trendy notion of women empowering other women, noting she has seen more cases of successful women bashing young talents.
"It's very disheartening to see women tear other women down," Sweeney told the publication at the time, seemingly referencing her feud with female producer Carol Baum, who had tried to question her looks and talents.
"Especially when women who are successful in other avenues of their industry see younger talent working really hard — hoping to achieve whatever dreams that they may have — and then trying to bash and discredit any work that they've done."
Speaking further about her experience, Sweeney claimed that the "women empowering women" narrative is a mirage.
"None of it's happening," the "Euphoria" star added. "All of it is fake and a front for all the other sh-t that they say behind everyone's back."
Sydney Sweeney Claims Most Women Are 'Raised' To See Each Other As Competition
Sweeney also explained the reason behind her opinion, pointing to the way women are often raised to view each other as competition.
She remarked, "I mean, there's so many studies and different opinions on the reasoning behind it. I've read that our entire lives, we were raised—and it's a generational problem—to believe only one woman can be at the top. There's one woman who can get the man. There's one woman who can be, I don't know, anything."
The "Sharp Objects" star also noted that this societal pressure has made women "feel like they have to fight each other or take that one woman down" rather than collaborate to get to their goals.
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