Reese Witherspoon Launches Sunnie, a New Label for Gen Z

CANNES, France – Reese Witherspoon introduced Sunnie, a new label aimed at Gen Z, during a keynote speech at the Cannes Lions festival on June 18, 2025. This initiative follows her recent podcast deal with iHeartMedia for her book club.

Witherspoon, founder of the media company Hello Sunshine, explained the importance of connecting with younger generations. ‘Hello Sunshine has been around for seven years now,’ she said, addressing a packed audience at the Debussy Theater. ‘We have thousands of people showing up for our live event, Shine Away. But I thought, what are we doing for younger generations?’

Sunnie will feature an advisory board comprised of 20 teenage girls. ‘We got over 20 teenage girls all together!’ Witherspoon exclaimed excitedly. She noted that Gen Z has its distinct voice, stating, ‘They don’t want us to tell them what they think. They know what they think.’

The new label aims to celebrate young women’s creativity and agency, equipping them with tools to navigate life’s challenges. Witherspoon observed that young women are often misrepresented in media and want to create their narratives.

The brand will collaborate with Gen Z creators, including actress and YouTuber Lana Condor, high diver Molly Carlson, and actress Raegan Revord. Sunnie will also engage with organizations such as AnitaB.org and Child Mind Institute to support its mission.

This launch marks an evolution in Witherspoon’s journey with Hello Sunshine, which has produced acclaimed works like “Big Little Lies” and “The Morning Show.” Her experiences prompted her to create a platform that reflects and uplifts young women’s voices.

‘They’re writing their own stories and finding community,’ said Maureen Polo, head of direct-to-consumer at Hello Sunshine. ‘Sunnie will support and amplify these efforts.’