With the rise of bold, inclusive, and tech-savvy intimatewear, celebrities like Rihanna, Kim Kardashian, and now Sydney Sweeney are transforming lingerie from the inside out
21 July 2025, New Delhi
As the global lingerie market sets course for an astonishing £105.8 billion valuation by 2030, the stakes are sky‑high—and celebrities are cashing in like never before.
The lingerie industry is undergoing a star-powered revolution, and actress Sydney Sweeney is its newest trailblazer. Known for her dynamic roles in Euphoria and Anyone But You, Sweeney is stepping into the world of intimate fashion with the launch of her own lingerie brand—and she’s not doing it alone.
The venture is being backed by none other than Amazon founder Jeff Bezos and his partner Lauren Sánchez, with significant funding from private equity giant Coatue. The move cements Sweeney’s entry not just into fashion, but into the elite circle of celebrity entrepreneurs shaping a booming £105.8 billion global market.
“This isn’t just about lingerie. It’s about confidence, identity, and feeling powerful in your own skin,” Sweeney said in a recent statement teasing the upcoming brand.
Celebrity Brands Dominating the Intimate Apparel Revolution
1. Rihanna – Savage X Fenty
Since launching in 2018, Savage X Fenty has revolutionized lingerie with inclusive sizing, bold designs, and boundary-breaking campaigns. With a valuation exceeding $1 billion, the brand has become a symbol of empowerment and modern sensuality. Rihanna’s ownership stake and creative direction make her one of the most successful lingerie entrepreneurs in the world today.
2. Kim Kardashian – SKIMS
Founded in 2019, SKIMS blends fashion-forward lingerie, shapewear, and loungewear into a single, seamless brand. Valued at a massive $4 billion, SKIMS has redefined how women view body contouring, comfort, and confidence. Kardashian’s direct engagement with fans and viral campaigns have pushed the brand to the top of the global market.
3. Gisele Bündchen – Gisele Bündchen Intimates
Launched in 2011, the Brazilian supermodel’s lingerie brand has remained a bestseller across Latin America. With its elegant styling and accessible pricing, the label reflects Bündchen’s personal aesthetic and continues to enjoy widespread commercial success.
4. Rosie Huntington-Whiteley – Rosie for Autograph (M&S)
A long-standing collaboration with Marks & Spencer, Rosie for Autograph exudes romantic elegance and British charm. The brand has become a staple in M&S stores across the UK and beyond, praised for quality, design, and timeless appeal.
5. Jessica Simpson – Jessica Simpson Intimates
Part of her billion-dollar fashion empire, Jessica’s lingerie line remains popular for its mass appeal and comfortable fit. It represents a mix of down-to-earth branding and mass retail success.
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From Lace to Lucrative: The Business of Intimates
These celebrity-led ventures are not just vanity projects. They are well-structured businesses with ownership stakes, private equity investments, and global retail strategies.
- SKIMS raised hundreds of millions from top venture capital firms.
- Savage X Fenty is co-owned with TechStyle Fashion Group, but Rihanna maintains strong creative and strategic control.
- Jessica Simpson reclaimed full ownership of her brand in 2021, further expanding her fashion dominance.
This blend of celebrity pull, entrepreneurial acumen, and inclusivity-focused branding is what sets these ventures apart.
From luxurious bralettes to everyday basics, lingerie is no longer an afterthought—it’s a cultural and financial juggernaut. Celebrity-led brands bring not just design ideas but values, visibility, and validation to a growing consumer base.
With Sydney Sweeney stepping into the space under the strategic guidance of Bezos and Sánchez, the next chapter in fashion entrepreneurship looks intimate, inclusive, and intensely lucrative.
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Mansi Sharma is a journalist covering Global Affairs, and wellness, known for turning complex ideas into sharp, engaging narratives. Her work is driven by curiosity, depth, and a constant urge to question and explore. When she’s not writing, you’ll often find her diving into new ideas—preferably with a cup of coffee in hand, one sip at a time.