Sydney Sweeney's career trajectory is reportedly being shaped by her relationship with media mogul Scooter Braun, who is said to have influenced recent significant professional decisions. According to Puck News, Braun was instrumental in Sweeney's decision to sign with powerhouse agency CAA, with Kevin Huvane as her agent.
Braun reportedly arranged a dinner meeting between Sweeney and Huvane without her existing management's knowledge, leading to her signing with CAA over other agencies that had been seeking a similar opportunity. This move followed Sweeney's departure from her public relations firm, ImPRint PR, after a decade-long association. Sources suggest the split was amicable, with ImPRint PR reportedly growing frustrated with Sweeney's unwillingness to follow their advice.
This shift in management and publicity representation comes as Sweeney, 28, has increasingly leaned into her public image. Last year, when ImPRint PR aimed to position her for awards consideration, Sweeney attended Variety's Power of Women event in a revealing sheer gown. Her role in the boxing biopic "Christy" did not achieve box office success, after which Sweeney has been noted for utilizing her sex appeal to maintain public attention. Her appearances in the third season of "Euphoria" and promotional material for her lingerie brand, Syrn, have included provocative content, such as a topless advertisement for Syrn.
Sweeney is currently in Italy for the Venice Film Festival with Braun. She has continued to attract attention with her fashion choices, including a sheer vintage gown from Armani Beauty at a recent event and a semi-sheer lace top that exposed her midriff and underboob on another occasion.
The couple's relationship has been public since September 2025, and they were recently seen together in Los Angeles with Braun's three children from his previous marriage. Their relationship began after meeting at a wedding in June 2025, not long after Sweeney ended her engagement to Jonathan Davino in early 2025.
Sweeney has spoken about enjoying experiencing love after years of career focus, and Braun has described her as an "extraordinary woman." Her upcoming projects include 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." Sweeney also heads her own production company, Honey Trap, which has a first-look deal with Sony Pictures.