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Sydney Sweeney is done waiting for the perfect role to land in her lap. She is building the machine that makes them. Fresh off Sunday night’s finale of Sam Levinson’s HBO juggernaut Euphoria, the actress and lingerie mogul has officially launched her own production company, Honey Trap, complete with a coveted first-look deal at Sony Pictures. Longtime creative collaborator Kaylee McGregor will run the operation as president of production and development.
If you have been watching Sweeney’s career closely, this move feels less like a pivot and more like an inevitability. Sony is familiar territory: it is where she starred in and executive produced the sleeper smash Anyone But You, the Will Gluck rom-com she actively helped will into existence by recruiting Glen Powell as her co-star. The gamble paid off to the tune of more than $210 million worldwide, stunning a studio that had no idea it was sitting on a hit.
Sydney Sweeney is Making Boss Moves
That instinct for picking winners has become Sweeney’s signature. She executive produced Lionsgate’s adaptation of The Housemaid opposite Amanda Seyfried, a Paul Feig film that pulled in nearly $400 million, and she is set to reprise the role alongside Kirsten Dunst in the sequel The Housemaid’s Secret, shooting this fall. She is also deep into Sony’s Barbarella remake, with Edgar Wright directing and a script from Jane Goldman and Honey Ross reimagining the 1968 Jane Fonda cult classic.
Yes, Sweeney gets plenty of attention for the provocative edge of her work and public image (her American Eagle denim campaign sent the brand’s stock soaring), but Honey Trap is the clearest sign yet that there is serious ambition behind the buzz. Her slate is stacked: an Eric Roth-penned vehicle based on the viral Reddit saga I Pretended to Be a Missing Girl at Warner Bros., the just-wrapped Custom of the Country adaptation for StudioCanal, and the Jim Mickle-directed Gundam currently filming in Australia for Legendary and Netflix. At Sony, she is attached to produce The Registration. The director’s chair, by her own account, could be next.
Honey Trap’s mission statement reflects the very contradictions Sweeney has built her career around: beauty and danger, intimacy and power, vulnerability and control. The company says it aims to create bold, cinematic film and television that challenges perception and leaves a lasting emotional imprint, championing visionary filmmakers and complex characters. For an actress who has spent years proving there is real strategy behind the spotlight, it reads less like a manifesto and more like a statement of intent.
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