HER first underwear drop sold out within minutes and with each shoot sexier than the last, Sydney Sweeney’s sizzling new brand has been a huge success.
But we can reveal the Euphoria actress, 28, isn’t stopping there and has big money plans for Syrn and indeed her personal life.
We’re told that Sydney wants her pants to go global and is lining up Syrn stores across Europe, after falling in love with everything the continent has to offer.
In fact, Sydney is said to be so smitten with Portugal in particular, that she’s eyeing up property in Lisbon.
And with growing rumours that Sydney is being lined up as the next Bond girl, could a sexy Mediterranean location be on the cards?
It is after all Amazon boss Jeff Bezos who has creative control of the series – and he’s not only been the driving force behind her bras and knickers, but he’s also funded them.
He’s certainly backed the right horse – Sydney now has plans for a massive investment of $35million in Europe.
We’re told she’s hoping to open Syrn lingerie shops in France, UK Italy, Spain, Greece, Germany and Switzerland.
Our insider said: “She has been working closely with her business partners on the next steps for the brand and is ready to go big, with the ambition of becoming the number one in the market within the next few years.
“Her image and reputation across the continent are huge. She’s seen as a superstar and something of a sex symbol there, and she wants to ‘surf that wave.’
“Recently she travelled to London, Paris, Milan, Barcelona and Lisbon, among other European cities, spending time walking around and getting a feel for the markets — the vibe, the people and how the brand could find its place in such a competitive space.
“She has strong friendships with several celebrities in Europe and has received good advice from a number of European stars. Some have even expressed interest in supporting the brand through campaigns, billboards on major streets and public events.”
The plan is also thought to include some surprise events in the UK in the coming months, where she believes fans have been particularly supportive.
And it looks like she will be very hands-on in Europe because we’re told she’s planning to follow in Madonna’s footsteps and is eyeing up property in Lisbon, where she is due to start filming soon.
Earlier this week she was seen attending a football match at the Estadio Jose Alvalade in Lisbon. She took to the pitch after and showed off her impressive ball control.
She was joined by Leo Woodall and Matthew Goode in the adaptation of Edith Wharton’s classic Custom of the Country.
And already, Sydney sees Lisbon as a safe haven after recent backlash in Hollywood.
Both the public and some of her peers raised eyebrows when she started dating Taylor Swift’s nemesis, billionaire businessman Scooter Braun.
Then when it was revealed she supported Donald Trump’s Republican Party, and her American Eagle jeans advert was blasted as “Nazi propaganda” and “racist”, Sydney found herself being shunned and in need of a place to retreat.
The source explained: “She loved Lisbon so much that she’s now seriously thinking about buying a place. She’s deciding between an apartment in the heart of the city or a house just outside Lisbon, somewhere close enough to the center but surrounded by nature and outdoor space.
“She already loves the south of Europe — Spain, Italy and Greece — but Portugal really captured her heart. She thinks the vibe there is incredibly cool, and she felt very welcomed by the people. She’d love to have a place overseas where she can escape the spotlight, and Lisbon feels like it could be the perfect getaway for her, her family and her partner when they come to Europe.
“She works hard and spends a lot of time in big cities for projects, but she also wants another side to her life — being able to live more normally, relax, go to great restaurants, spend time at the beach and not constantly deal with paparazzi. She wants to be able to walk around a city and simply enjoy life.
“She has lived with a lot of pressure and attention, and she’s looking for more peace and tranquility. For her, Lisbon feels like that kind of safe haven.”
BOX OFFICE BOMB
While her business venture is booming, Sweeney’s big screen career has been mixed of late.
She had a box office success with 2023 romantic-comedy Anyone But You – in which she appeared alongside Glen Powell – but two of her other recent movies, 2023 crime thriller Americana and 2024 survival thriller Eden, which also featured Jude Law and Ana de Armas, flopped.
The Housemaid in 2025 was a massive box office success, while in contrast Christy bombed despite being positioned as a potential awards contender.
There have been rumblings for a while now that she’s in line to be a Bond bombshell in the next 007 film.
Last summer we told how the franchise’s new director Denis Villeneuve is a friend, and keen to cast the White Lotus star.
Then there is the backing from Bezos, whose wedding she attended in Venice last year, showing just how close they had become.
His own love of Europe and his $46million three-day Italian wedding extravaganza, points to the next movie being filmed there.
A movie source said: “Sydney is the top name on the casting sheet for Bond.
“Denis believes she is hugely talented, as well as having an alluring appeal to younger generations, vital in modernising the franchise.
“They’ve hung out together a lot and he has admired her stratospheric rise.
After mounting speculation, Sydney fuelled speculation when asked if she could respond to ongoing Bond girl rumours and said: “I can’t.”
She then added: “To be honest, I don’t know all the Bond rumours, but I’ve always been a huge fan of the franchise, and I’m excited and curious to see what they do with it.”
Sydney as a Bond girl in Syrn lingerie? Surely a match made in heaven and a nice little bonus for Bezos’ bank account.
