Sydney Sweeney kicked off her birthday month by unveiling a new lingerie collection in a cake-filled campaign video.
The “Euphoria” actress, 27, shared the announcement on Instagram Wednesday, teasing her Syrn brand’s “Birthday Boobs” drop with footage of herself sprawled across a dining table in sheer black floral sets and licking frosting from her fingers. The collection launches September 1, roughly two weeks before Sweeney turns 29 on September 12.
“Celebrate my birthday month with my newest @syrn collection 🎂,” she wrote on Instagram, introducing the playful campaign that features her climbing along a tablescape dominated by an oversized cake.
The video showcases teddies, lace push-up bras, garters and matching pieces rendered in hand-drawn forget-me-not florals, bows and embroidery. The designs include the phrase “I really love you” woven into the fabric in Sweeney’s own handwriting, plus colorways in her signature baby blue. Prices run $19 to $64 with sizing from XXS through 3X and 44 bra sizes.
A brand press release stated the collection was “inspired by Sydney’s own personal take on romance.” Additional campaign stills place Sweeney in a 1970s-era kitchen, where she poses with milk bottles, rolling pins and balloons while decorating a heart-shaped cake.
Sweeney founded Syrn in January 2025, adopting a small-drop model with capsule collections released every few months. She has personally modeled each launch, using her social media platforms to build direct engagement with customers.
Earlier this month, she previewed the birthday campaign by sharing behind-the-scenes Polaroids on her Instagram account, signaling the personal investment she maintains in the brand’s visual identity.
The “Birthday Boobs” timing capitalizes on Sweeney’s rising profile across multiple projects. She currently stars in the Apple TV+ series “The White Lotus,” which earned her Emmy recognition, and has become a frequent subject of fashion and entertainment coverage for her blend of Old Hollywood glamour and self-deprecating social media presence.
Her lingerie line represents a rare celebrity venture into direct-to-consumer apparel with sustained creative involvement rather than passive licensing. Sweeney has spoken in previous interviews about sketching designs and selecting fabrics herself, though she has not detailed specific business metrics for the privately held company.
The September 1 drop precedes her actual birthday by eleven days, extending the promotional window through mid-month.
In the viral moment that established her lingerie brand’s aesthetic, Sweeney’s January launch featured similarly provocative imagery with her as sole model, immediately distinguishing Syrn from celebrity brands that rely on diverse casting. That decision drew both praise for personal risk-taking and criticism for narrow representation, though subsequent drops have maintained her as the central figure.
The birthday collection continues her pattern of thematic storytelling, with kitchen props and cake imagery suggesting domestic intimacy rather than traditional boudoir settings.
Sweeney’s next scheduled public appearance is the Emmy Awards ceremony on September 14, where “The White Lotus” is nominated for Outstanding Drama Series.