Topics: Sydney Sweeney, Celebrity, US News, TV And Film, Entertainment
Euphoria might have wrapped after three head-spinning seasons, but Sydney Sweeney has no intention of slowing down anytime soon.
In fact, less than a day after the bombshell finale aired, the 'Cassie Howard' actress announced that she'd launched a brand new project - the name of which has already greatly divided fans.
In an interview with Deadline, Sweeney, 28, confirmed she's kickstarted her own production company, adding that the firm has already secured a first-look deal with Sony Pictures.
The star previously collaborated with Sony for the 2023 rom-com Anyone But You, in which she starred as the female lead alongside Glen Powell and acted as an executive producer.
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The company's name, she also revealed, is Honey Trap.
As a reminder, the term is traditionally used to describe a deceptive operation whereby a person uses romantic or sexual attraction to lure a target into a compromising situation. Usually, in these cases, the perpetrator is seeking to extract sensitive information, obtain leverage or expose the other person to major public scandal.
The Emmy-nominated star later confirmed the title of her brand on social media, sharing a screengrab of the Deadline article captioned 'Sticking around @honeytrap', accompanied by a wink-face emoji.
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."
In light of her previously controversial career moves - which included her 'x-rated' American Eagle jeans advert, and a soap brand made with her own used bathwater - the name of the TV star's firm has proven contentious amongst fans, given its brash meaning.
One X user hit out in response to the news: "
Another questioned: "Does she know what a honey trap means?"
"Names say so much about a business. It’s always a tell," a third added.
"Would love to see her do one thing that doesn’t rely on her sexualising herself and using it as her calling card," a fourth claimed.
Others, meanwhile, stood firmly behind Sweeney's decision, claiming she's doing what she 'needs to do'.
One gushed about the star: "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."
"This is exactly what she needs to do," another agreed. "Don't just be the face, be the person calling the shots."
A third went on: "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."
"You gotta give her this; she knows her brand. She’s found a niche that works for her: romcoms and erotic thrillers," a fourth added.
