Sydney Sweeney's Lingerie Brand Receives Bezos' Backing Amid Coatue's $1 Billion Innovation Fund Launch

Sydney Sweeney is launching a lingerie brand backed by Amazon founder Jeff Bezos and his wife Lauren Sánchez, as well as Ben Schwerin from Coatue Management. The brand is a personal passion project for Sweeney, who has spent the last year developing it. Coatue has traditionally focused on high-growth tech, but Schwerin's involvement marks a notable moment for the firm.

Sydney Sweeney, the Emmy-nominated actress known for her roles in HBO's "Euphoria" and "The White Lotus," is set to debut a luxury lingerie brand. The venture is reportedly backed by Amazon founder Jeff Bezos and his wife, Lauren Sánchez, along with Ben Schwerin from Coatue Management [1]. This new business venture marks a notable shift for Coatue, which has traditionally focused on high-growth tech investments.

Sweeney, who has spent the past year developing the brand, has aligned herself with influential figures in the tech and fashion industries. The brand is backed by Schwerin, a partner at Coatue Management and former Snap executive, who has leveraged his celebrity relationships to bring in star-driven brands like Sweeney's [2]. The involvement of Schwerin and the backing of Bezos and Sánchez suggest a strategic move by Coatue to diversify its investment portfolio into consumer-facing brands.

The support from Bezos and Sánchez indicates a growing trend in celebrity entrepreneurship, where actors and actresses leverage their fame to build and promote their own businesses. Sweeney's partnerships with major global brands such as Kérastase, Bai, HeyDude, and Laneige, as well as her recent campaign with Dr. Squatch, showcase her influence as a digital-era marketer [2].

The new lingerie brand is expected to position Sweeney as a dominant player in the premium lifestyle market. If successful, the venture could significantly enhance her market value and influence within the entertainment and fashion industries. For Bezos, the investment reinforces his continued interest in diversifying beyond Amazon and Blue Origin, particularly into entertainment and fashion-related ventures.

The convergence of celebrity and enterprise raises questions about the nature of modern power dynamics in Hollywood. The involvement of billionaires as patrons behind the scenes can shape the trajectory of new businesses and brands, potentially altering the traditional dynamics of the entertainment industry.

References:
[1] https://m.economictimes.com/news/international/us/is-jeff-bezos-partnership-with-sydney-sweeney-making-wife-lauren-sanchez-uncomfortable-insiders-reveal-shocking-details/articleshow/122798738.cms
[2] https://www.benzinga.com/news/topics/25/07/46615360/from-euphoria-to-entrepreneurship-sydney-sweeneys-lingerie-brand-gets-bezos-boost