Kim Kardashian has long been the business mogul of Hollywood. But after Sydney Sweeney made a splash at the recent wedding of Amazon founder Jeff Bezos, we’re told Kim’s worried the actress could be set to take her crown.
After stealing scenes – and hearts – in HBO’s Euphoria and The White Lotus, Sydney’s gone from rising star to bona fide A-lister. And all eyes were on her when she attended the wedding of Jeff Bezos and Lauren Sánchez in Venice in June. Kim, 44, was also in attendance, alongside Leonardo DiCaprio, Orlando Bloom, Oprah Winfrey and Bill Gates.
But Sydney, 27, is also firmly in her business era. Earlier this year, she launched Bathwater Bliss soap, made from her own used bath water. Yes, really. The savvy business move was well received by her more, erm, passionate fans who, after crashing the website in seconds, were snapping up the bars on eBay for $2,000 a pop.
Now, Sydney’s sights are set on launching a lingerie label with the help of Amazon founder Jeff; general partner at Coatue Ventures, Ben Schwerin; and Michael Dell, CEO of Dell Technologies. This joint investment will provide a whopping $1billion to help Sydney’s start-up – much to Skims founder Kim’s apparent despair.
‘Kim is jealous as hell and furious that she’s been dethroned. The non-stop talk about Sydney is driving Kim nuts and watching guys chase after her in Venice at the Bezos wedding was awful,’ says our source. ‘Kim won’t say it outright, but it was a huge blow to her ego. She went into the trip with very high hopes, especially because she knew Tom Brady was invited, and she’s still got a huge crush on him. But he paid way more attention to Sydney, and she ended up feeling nearly invisible.’
Sydney had been with film producer Jonathan Davino for seven years, but the pair broke things off in early 2025, three years after getting engaged. Despite sparking romance rumours with co-star Glen Powell, Sydney has remained single since, and heat’s insider says all eyes were on the actress in Venice. ‘Kim tried not to hold it against Sydney – she actually thinks she’s gorgeous and talented – but it’s more that Kim’s realising she’s not the ‘It’ girl anymore, and that’s triggered all her worst insecurities.’
And it seems Sydney coming for her business throne is not helping matters. ‘Now, this news about the lingerie line is tipping her over the edge,’ adds our source. ‘Kim is very competitive and so of course her back is up at the idea of anyone coming into a space she feels is her territory.’
Founded in 2019, underwear and clothing brand Skims is currently valued at $4billion. The brand was born out of Kim’s desire to find shapewear that worked for her, and the brand prides itself on being inclusive, with numerous shades and XXS-4X sizing. With underwear, shapewear and seamless clothes as staples, Kim’s next step involves expanding the brand into the cosmetic space, with plans to launch a beauty line in 2026.
‘Skims doesn’t have much competition for market share when it comes to celebrity brands, but Kim fears that might all change now,’ we’re told. ‘Sydney seems to be effortlessly climbing her way up to the top, and what’s making things worse for Kim is that she doesn’t seem to be trying. Sydney’s just doing her thing and everyone’s obsessed with her’.
The star has had a taste of this world, previously collaborating with Frankies Bikinis on a swimwear collection that the brand dubbed as ‘the sexiest ever’, so it’s no wonder Kim is feeling the pressure. And as Sydney gears up to debut her highly anticipated lingerie line, it’s going to be a fashion face-off like no other.