Celebrity3 min(s) read
Published 12:50 02 Jun 2026 GMT
Despite HBO hit Euphoria coming to a close after three hit seasons shrouded in controversy, Sydney Sweeney has no intention to shy away from the spotlight anytime soon, announcing a brand new project.
The star revealed she has launched her own production company that fans claim was very intentionally named.
In a recent interview with Deadline, Sweeney declared she named the company Honey Trap.
The term is often used to describe a deceitful operation that involves using romantic or sexual attraction to lure vulnerable targets into a compromising situation. Typically, the perpetrator uses a honey trap to obtain secret or sensitive information to expose someone in a public scandal.
Sweeney told the TV and film news outlet: "At Honey Trap, we are committed to championing visionary filmmakers, complex characters, and stories that push beyond expectation while remaining deeply entertaining and emotionally accessible to audiences worldwide."
She also added that the new firm has already secured a first-look deal with Sony Pictures.
The star confirmed the brand’s name on social media shortly after the interview was released, sharing a screenshot of the Deadline article with the caption “Sticking around @honeytrap”, accompanied by a wink-face emoji.
News of Sweeney’s new business venture comes after a string of controversial career moves, including her rather raunchy American Eagle jeans advert, and flogging of soap bars allegedly made with her own used bath water. Both were released at the same time as season three of Euphoria, which saw Sweeney in some seriously compromising scenes, including full-frontal nudity and dressing as dog.
Unsurprisingly, given her recent reputation, social media users were quick to speculate about the name of her new company.
One X user said, "Would love to see her do one thing that doesn’t rely on her sexualising herself and using it as her calling card."
Another added, "Names say so much about a business. It’s always a tell."
However, fans were quick to defend the Emmy-nominated actress. One supporter said, "This is such a smart power move by Sydney! Honey Trap already sounds like it’s going to deliver bold character-driven stories.
"Can’t wait to see what she produces with Sony. The girl is unstoppable. Boss era unlocked."
Another X user agreed, writing, "Finally, a celeb who said, I’ll just do it myself. Sydney, running her own production company, is the boss energy we all need. Honey Trap era incoming."
A third fan gushed in support, "You gotta give her this; she knows her brand. She’s found a niche that works for her: romcoms and erotic thrillers."
