Sydney Sweeney is commanding attention with a series of striking promotional campaigns for her lingerie brand Syrn, showcasing the actress in bold, lacy designs that highlight her signature blonde bombshell aesthetic. The Euphoria star has been actively modeling pieces from her own collection, particularly from the brand’s sultry “Seductress” line, which features intricate black lace designs and bold silhouettes.
In recent posts shared across social media, Sweeney has posed in black lace bras featuring butterfly wing designs on the cups, paired with matching thongs and garter belts. She completed these looks with black fur boleros and sheer gloves, styling her signature blonde hair in voluminous waves and opting for smoky eye makeup. The aesthetic has resonated with fans, who have flooded the comments with enthusiastic responses to the risqué promotional content.
Beyond the darker designs, Sweeney has also been showcasing softer pieces from Syrn’s “Romantic” collection in recent campaigns. She appeared in vintage-inspired white lace sets featuring the brand’s Forget Me Not Balconette bra, styled with delicate floral patterns and structured underwire cups. In these shoots, she layered the lingerie with white robes and faux-fur stoles, creating an elegant yet sensual aesthetic reminiscent of Old Hollywood glamour.
The promotional push comes as Sweeney continues to build momentum for Syrn since its January launch. The brand, pronounced “siren,” was created with a focus on inclusivity and accessibility. It spans 44 sizes ranging from 30B to 42DDD, with most pieces priced under $100. The line is organized into four distinct collections, each representing different personas: the structured, bold Seductress line; the delicate, romantic Romantic collection; the playful Playful category; and the comfortable everyday Comfy range.
Sweeney has been transparent about her personal motivations for launching the brand. In interviews, she has explained that she was in sixth grade when she began wearing a DD bra and hated the fit of what was available to her. When she finally found a well-fitting bra she loved, she wore it to pieces, sparking her vision for creating quality lingerie across multiple body types and styles.
Beyond her business ventures, Sweeney’s personal life has also been capturing headlines. Her relationship with music executive Scooter Braun has become increasingly public over the past several months. The couple recently completed an adventure-filled vacation across Australia and New Zealand that showcased their growing bond. In New Zealand’s Queenstown, they participated in adrenaline-fueled activities including multiple bungee jumps, helicopter rides, canyon swinging, archery in the snow, and rifle shooting. The couple shared dramatic footage of themselves performing a tandem bungee jump, with Sweeney commenting on the post that it was the “biggest trust fall ever.”
The New Zealand leg of the vacation followed their time in Australia, where Sweeney had been filming Netflix’s live-action Gundam adaptation. During that portion of the trip, she shared casual, playful content with Braun, including photos of them enjoying activities like rock climbing, diving, and visiting local wildlife attractions. She captioned her Australia post as a “little aussie dump,” which garnered significant engagement from her 26 million Instagram followers.
Sweeney and Braun first met at Jeff Bezos and Lauren Sánchez’s wedding in Venice, Italy, in the summer of 2025, though they initially kept their relationship private. They eventually made things Instagram official in May 2026 when Sweeney shared a cozy photo from the Stagecoach Music Festival, where they appeared together in coordinated denim outfits. Since then, they have become increasingly comfortable displaying their affection publicly, from attending high-profile events together to family outings and international travels.
The actress has recently made significant changes to her appearance that have drawn attention across entertainment media. In late 2025, she debuted a dramatic new hair color, trading her signature longer blonde locks for a much shorter, brighter blonde bob. The new look, which her colorist described as “Bleached Suede Blonde,” marked a significant shift from her previous style and was quickly paired with various styling choices as she transitioned into 2026. Since then, Sweeney has continued to experiment with her hair, sometimes returning to longer waves while maintaining the lighter blonde tone, demonstrating her willingness to embrace new aesthetic directions.
As Sweeney continues balancing her successful acting career with her growing business responsibilities, Syrn remains a central focus of her personal brand. The lingerie line’s emphasis on celebrating multiple facets of femininity aligns with how Sweeney herself has positioned her public image—one that refuses to be confined to a single aesthetic or personality type. Whether she’s commanding attention on screen, launching bold lingerie campaigns, or sharing candid moments from international adventures with her boyfriend, Sweeney continues to generate significant cultural conversation.