Media mogul Scooter Braun is reportedly playing a significant role in shaping actress Sydney Sweeney's career, according to Puck News. Braun is said to have influenced Sweeney's decision to sign with agent Kevin Huvane at Creative Artists Agency (CAA).
Braun arranged a dinner meeting between Sweeney and Huvane without informing her existing management, which ultimately led to her signing with CAA over other agencies that had sought similar meetings. This career shift occurred around the same time Sweeney parted ways with her public relations team at ImPRint PR after a decade-long association. Sources indicate that the ImPRint team had become frustrated with Sweeney not following their advice.
During her tenure with ImPRint, Sweeney's appearance at Variety's Power of Women event in a sheer gown that highlighted her cleavage was cited as an example of her diverging from her publicists' strategy to be taken more seriously as an awards-worthy actress. Sources close to the situation state that both Sweeney and ImPRint were content to move on from their professional relationship.
It remains unclear if Braun, who has previously managed artists such as Ariana Grande, Justin Bieber, and Demi Lovato, has direct input on Sweeney's current public relations strategy or wardrobe choices. Daily Mail has reached out to Braun, ImPRint, and Sweeney for comment.
Sweeney, 28, has recently leaned into her sex symbol image. Following the box office underperformance of her boxing biopic "Christy," she has been featured in numerous provocative scenes in "Euphoria" and has promoted her lingerie brand, Syrn, with sexually suggestive pictorials and commercials, including an advertisement where she is topless. Her presence at the Venice Film Festival has also drawn attention due to her revealing outfits. She was photographed wearing a semi-sheer lace top and attended an Armani Beauty dinner in a vintage sheer gown.
Sweeney and Braun, who have been romantically linked since September 2025, were recently seen together in Venice. Braun also brought his three children from his previous marriage to Yael Cohen. The couple met at Jeff Bezos and Lauren Sanchez's wedding in Venice in June 2025, shortly after Sweeney ended her engagement to Jonathan Davino.
Sweeney has several upcoming projects, including a sequel to "The Housemaid," the sci-fi film "Gundam" with Noah Centineo, and an erotic retelling of "Sleepy Hollow" based on Lindsey Anderson Beer's novel "Hollow." She also heads her own production company, Honey Trap, under a first-look deal with Sony Pictures.