Inside Sydney Sweeney’s New Lingerie Brand, SYRN
- Amelie
- 2 hours ago
- 3 min read
Sydney Sweeney has traded denims for lingerie, and everyone is watching SYRN. Our Beauty and Style writer, Amelie, looks at whether this bold launch marks the start of something lasting or a perfectly timed headline.
From making headlines as Cassie Howard in the 2019 hit show Euphoria to starring in 2025’s infamous American Eagle advertisement, Sydney Sweeney’s name has been circulating the media for a while now. Her choices of taking on risqué roles and frequent half-naked appearances have drawn comparisons to sex work and heavy criticism from the public. Recently, the actress has launched her own lingerie brand, Syrn (pronounced “sye-rin”), and chose quite an unconventional marketing method: draping bras all over the Los Angeles Hollywood sign. While the public reaction ranged from amusement at the absurdity of the situation to frustration at the perceived attention-seeking behaviour, something about this strategy clearly worked. ‘Seductress’, one of the brand’s collections, sold out within mere hours of its drop on January 29th, 2026.
So, why, despite all the backlash, does this business venture seem successful so far?
Sydney Sweeney’s Not New To This
Sydney Sweeney is not a stranger to being the face of a brand. Even before Syrn, Sydney has been a marketing machine, partnering with brands such as Armani Beauty, Miu-Miu, Samsung and many more.
However, not all her partnerships have received positive views. Sweeney’s constantly accused of using her body to pander to the male gaze, especially when she collaborated with Dr. Squatch to release a limited-edition ‘Sydney's Bathwater Bliss’ bar soap in June 2025, which reportedly contained droplets of her actual bathwater. All 5000 bars sold out, with some being resold for high prices.
Sydney has been open about society's rampant sexualization of her and the challenges this has brought to her life, so choosing to play into society’s perception of her body as something that’s inherently sexual seems like an odd choice to make. In my opinion, Sweeney is using what garners the most attention to her advantage. Which is why launching a lingerie brand, out of anything else, is probably the smartest decision she could’ve made, money-wise. However, this does not necessarily imply that this is a significant feminist move on her part. She’s still promoting her sexuality and body through a supposedly female-oriented viewpoint.
About SYRN
Syrn has a wide range of sizes (44 total), which is significant to Sweeney, who stated in a press release that the label will prioritize “designing for different bodies.” It’s an impressive range, which adds a layer of complexity to this business venture, because even if this whole thing is just a ploy for attention, inclusivity for sizing is a commendable move on her part. Furthermore, the brand offers a range of styles from sensual designs like lace bottoms to sporty boxers. According to an interview with Elle, this brand was created with the intent of addressing issues such as “annoying bra straps” and “cutting bands.”
In addition to Seductress, three more collections will drop in the coming months, exploring different dynamics of femininity:
Comfy: Lingerie tailored for the wearer's comfort
Playful: Loungewear meets lingerie pieces such as track shorts and boxers
Romantic: Coordinating skivvies and garter belts
In conclusion…
Is this truly a passion project, or a case of celebrity-led commercialization? Honestly, it’s likely a bit of both. Taking on several roles, such as product developer and creative lead for a venture like this, is no easy task. Yet, with her body being an internet obsession, a lingerie brand is the perfect way to get compensated for what she gets the most attention for.
The Hollywood sign marketing stunt was a dicey choice to make, but it certainly achieved the intended effect. While some people are criticising her behaviour, others are praising her for such a bold move. Although this stunt may not have been as classy as other marketing strategies, it influenced the public enough to sell out the entire collection — perhaps precisely because it was such an unorthodox promotion method.
However, if she repeats the same tactic every time a new collection drops, it is unlikely to have the same impact. The underlying truth of modern celebrity culture is that creating art alone no longer earns you enough money to never need to work again, which explains why many superstars have pursued collaborations with fashion and cosmetics companies. Simply attaching a celebrity to a brand doesn’t hold the same weight anymore.
While this initial venture may have been a success, it remains to be seen whether Syrn develops into a long-lasting empire or just the most talked about lingerie launch of the year.
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