Sydney Sweeney is launching her lingerie brand. Her unexpected appearance at Jeff Bezos and Lauren Sánchez’s wedding puzzled many, since she didn’t appear to have any personal connection to the couple.
Recent reports reveal that Sweeney has business ties to people within Bezos’s orbit. Ben Schwerin, a partner at the private equity firm Coatue, is backing Sweeney’s lingerie venture. Schwerin, formerly Snap’s head of partnerships, maintains strong ties to celebrities and tech insiders. According to a report by Puck, he likely used those connections to help bring Sweeney’s brand to life.
Coatue recently received a $1 billion infusion from Jeff Bezos and Michael Dell through their Coatue Innovation Fund. While Bezos didn’t directly fund Sweeney’s brand, his money supports the firm that is bankrolling her, making the connection more than coincidental.
It was noted that Coatue doesn’t typically invest in consumer products, suggesting that Sweeney’s deal is unique. Schwerin may have joined Coatue precisely to help attract celebrity-driven brands like hers.
Lingerie Teasers and Other Controversies
Sweeney recently posted a series of lingerie and swimsuit photos with model Amélie Tremblay. At the time, the posts seemed like standard social content, but in hindsight, they served as a clever teaser campaign for her upcoming brand. Those images now look like part of a calculated marketing strategy to build buzz around her launch.
From attending the Bezos wedding to selling soap infused with her dirty bathwater. Sweeney is no stranger to controversy. She faced backlash in August 2022, when she shared a photo from her mother’s “surprise hoedown” birthday party, which sparked criticism after viewers spotted an attendee wearing a “Blue Lives Matter” shirt. Fans who looked through her brother’s Instagram post also noticed that one of the party favors resembled Donald Trump’s “MAGA” hat.
Sweeney then claimed that an “innocent celebration for my moms milestone 60th birthday has turned into an absurd political statement” and asked people to “stop making assumptions”.
Well, time will tell.
Also Read: Charlize Theron Says Jeff Bezos Wedding Guests ‘Suck’
