Hollywood Star Sydney Sweeney Set to Launch Lingerie Brand With Jeff Bezos Backing
Sydney Sweeney is taking a bold leap into the fashion business with the announcement of her first entrepreneurial venture—a lingerie brand. The “Euphoria” and “Anyone But You” actress is partnering with high-profile investors Jeff Bezos and Lauren Sánchez, along with the prominent private equity firm Coatue. The launch has been in development for more than a year and will represent Sweeney’s vision and creative leadership, marking a shift from brand ambassador to business founder.
This lingerie line is expected to reflect Sweeney’s own personality—feminine, empowered, and unapologetically bold. The venture could reportedly generate an estimated $10 million in revenue within two years, and as much as $20 million in the long run, according to a report by The Sun. With her current net worth estimated around $40 million, this new initiative could boost her financial portfolio to $60 million by 2027.
What sets this project apart is not just the star power behind it, but also the business minds backing it. Coatue, a major investor in tech and lifestyle brands, has previously worked with companies like TikTok, DoorDash, and Snap Inc. With such heavyweight support, the Sydney Sweeney lingerie line is expected to combine innovative marketing strategies with inclusive fashion ideals.
A New Business Era: Sydney Sweeney Moves Beyond Endorsements and Into Ownership
While Sweeney has already made significant strides in fashion, including collaborations with Frankies Bikinis, Armani Beauty, and Miu Miu, this marks her first solo endeavor in brand ownership. She is now shifting from a muse to a decision-maker, playing an active role in the brand’s identity, product development, and creative direction.
The actress attended Jeff Bezos and Lauren Sánchez’s extravagant wedding in Venice earlier this year, raising eyebrows about her relationship with the Amazon founder. However, sources now confirm her attendance had a business motive—solidifying plans for the lingerie label backed by Bezos’ business interests.
Industry insiders believe that Sweeney’s strong digital presence, combined with Coatue’s marketing analytics and Bezos’ e-commerce experience, could revolutionize how lingerie brands are launched and scaled globally.
5 Celebrities Who Successfully Built Their Own Lingerie Empires Before Sydney Sweeney
While Sydney Sweeney’s lingerie line is generating major buzz, several other celebrities have already made their mark in this sector. These pioneers laid the groundwork for what a star-driven lingerie brand could look like—and what it could earn.
Rihanna’s Savage X Fenty Redefined Lingerie Through Diversity and Cultural Impact
Rihanna launched Savage X Fenty in 2018, completely reimagining what the lingerie industry could represent. With inclusive sizing, racially diverse models, and bold runway shows, Savage X Fenty quickly disrupted traditional norms. The brand made headlines for rejecting outdated beauty standards, choosing instead to celebrate all body types, identities, and skin tones.
Today, Savage X Fenty is reportedly valued at $1 billion and has a devoted fan base globally. Rihanna’s strategy of authenticity, cultural relevance, and social impact redefined the very concept of lingerie branding and set a new standard for celebrity-led fashion.
Kim Kardashian’s SKIMS Grew From Shapewear Startup to Global Loungewear Empire
Launched in 2019, SKIMS was initially marketed as a body-inclusive shapewear line. Kim Kardashian used her massive social media following and celebrity influence to scale the brand rapidly. SKIMS later expanded to include bras, loungewear, and men’s collections, making it a comprehensive apparel powerhouse.
As of 2023, Forbes reported SKIMS had reached a valuation of $4 billion. The brand’s success lies in its balance of modern design, strong brand storytelling, and strategic influencer campaigns. Kim’s SKIMS shows that star power, when combined with smart business practices, can create lasting value.
Rosie Huntington-Whiteley’s Timeless Elegance with Marks & Spencer Continues to Thrive
Supermodel and actress Rosie Huntington-Whiteley collaborated with Marks & Spencer in 2012 to create a lingerie line that quickly became a mainstay in the UK market. The collection’s success comes from its timeless aesthetic, flattering silhouettes, and consistent quality.
Unlike trend-based fashion, Rosie’s lingerie line focuses on enduring design and elegance. With strong customer loyalty and repeat sales, the partnership with Marks & Spencer remains one of the most successful celebrity fashion collaborations in the British retail sector.
Heidi Klum Used Her Supermodel Legacy to Launch a Global Lingerie Brand
Former Victoria’s Secret Angel Heidi Klum capitalized on her runway fame by launching Heidi Klum Intimates, later also associating with Intimissimi. Known for blending glamour with affordability, her collections became widely popular in over 100 countries. Her price point—ranging from $20 to $140—made the brand accessible without sacrificing style.
In the early years, her lingerie line generated millions in revenue, showing how credibility and legacy in fashion can translate into tangible business success. Heidi’s work helped reinforce the global appeal of star-powered lingerie.
Maura Higgins Injected Gen Z Energy Into Ann Summers With Record-Breaking Sales
Irish reality TV star Maura Higgins made waves with her collaboration with Ann Summers. Her first capsule collection sold out in less than 24 hours. With a reported deal worth £500,000 (around $670,000), her designs embraced bolder aesthetics and youth-focused messaging.
By infusing Gen Z appeal into the Ann Summers brand, Maura not only attracted younger shoppers but also rejuvenated a legacy lingerie brand. Her approach blended vibrant marketing with relatable fashion content, offering an updated model for influencer-brand collaborations.
What Makes Sydney Sweeney’s Lingerie Line a Potential Game-Changer?
Sydney Sweeney’s entrance into the lingerie industry brings together everything modern fashion demands: celebrity influence, tech-driven strategy, inclusive design, and sustainable values. With backing from business magnates like Jeff Bezos and access to Coatue’s data-driven retail insights, the Sydney Sweeney lingerie line could be more than just another celebrity brand—it might become a global disruptor.
Insiders suggest the brand will offer inclusive sizing, body-positive campaigns, and a modern take on sensual wear, catering to the next generation of empowered consumers. Additionally, the product line may utilize ethically sourced fabrics, aligning with increasing consumer demand for sustainable fashion.
If all goes according to projections, Sweeney may soon join the ranks of Rihanna and Kim Kardashian, not just as a celebrity, but as a fashion mogul with a stake in a billion-dollar industry.
