Sydney Sweeney has turned heads with her latest venture into the fashion world, launching a bold new lingerie brand called Syrn that combines sensuality with a focus on inclusivity and self-expression. The 28-year-old actress, best known for her role in HBO’s “Euphoria,” officially debuted the line on January 28, with a rollout that immediately captured widespread attention through provocative promotional imagery and a headline-grabbing marketing stunt.
The launch began with considerable fanfare when TMZ released footage showing Sweeney atop the Hollywood sign, decorating the iconic landmark with pieces from her new collection—a bold move that generated immediate buzz and set the stage for the official announcement. The stunt, while visually striking, raised eyebrows with the Hollywood Chamber of Commerce, which owns the intellectual property rights to the sign’s image. The organization clarified that no permission had been granted for the commercial activation, though the production company behind the campaign had obtained a filming permit from FilmLA.
The name Syrn, pronounced “siren,” reflects Sweeney’s creative vision for the brand. She serves as both founder and creative director, bringing personal experience to the project. In a press release accompanying the launch, Sweeney explained the deeply personal roots behind the brand’s inclusive approach to sizing. “I was in the 6th grade with DDs. I hated the bra I had to wear,” she said. “When I bought my first cute bra that actually fit, I wore it to pieces. Designing for different bodies is a huge part of Syrn.”
The brand launched with an ambitious commitment to representation, debuting across 44 sizes ranging from 30B to 42DDD, with most pieces priced under $100. The initial drop featured the Seductress collection, a line that leans into traditional lingerie silhouettes with corsets, garters, and lace detailing. The first collection reportedly sold out within hours of launch, signaling strong consumer demand from day one.
Syrn’s broader vision encompasses four distinct collections, each designed to celebrate different versions of femininity and personal expression. Beyond the provocative Seductress collection, the brand rolled out Romantic, which softens the look with delicate lace detailing; Playful, a sportier, retro-inspired take featuring mix-and-match essentials and loungewear; and Comfy, the final drop launched in March under the campaign banner “Do What Makes You Naked,” which focuses on everyday wear including cotton bralettes, tanks, and briefs designed for comfort.
Sweeney has been her own best marketing tool, regularly modeling the brand’s pieces in increasingly elaborate photo shoots and promotional campaigns. She has appeared in a series of visually sophisticated advertisements, including images showing her in strappy black lace, sheer bodysuits, theatrical-inspired looks complete with opera gloves, and even posed in a movie theater in an all-white corset set. These campaigns have consistently generated significant social media engagement, with fans flooding comment sections with enthusiasm about her business acumen.
In explaining her vision for the brand, Sweeney emphasized that it was designed for women themselves rather than for the male gaze. She told Elle, “I wanted to build a lingerie brand that feels like it understands women instead of talking at them.” To that end, she emphasized her desire to create a space for women to move between different versions of themselves. “I love working on cars, I go water skiing, I’ll dress up for the red carpet then go home to snuggle my dogs. I’m not one thing, no woman is,” she said in an earlier statement.
The venture carries significant financial backing. According to reports, the brand has received investment from major figures including Amazon founder Jeff Bezos and his wife, Lauren Sánchez Bezos. The line is also backed by Ben Schwerin, a partner at private equity firm Coatue, which collaborates with other high-profile investors in the technology and business sectors.
Beyond her lingerie empire, Sweeney’s personal life has also generated headlines in recent months. The actress has been dating music executive Scooter Braun, a relationship that began after she ended her long-term engagement to Jonathan Davino in March 2025. Sweeney and Braun first met at Jeff Bezos and Lauren Sánchez’s wedding in Venice, Italy in June 2025 and gradually made their relationship public. The couple made things Instagram official in April when Sweeney hard-launched the relationship with a cozy photo from the “Euphoria” Season 3 premiere. Since then, they have been frequently photographed together at various public outings and events, from NBA games to casual strolls in New York City and other locations.
As Sweeney continues to expand her presence in the business world, Syrn represents a significant chapter in her evolution as an entrepreneur. With strong early sales, increasing brand visibility through her own modeling efforts, and a clear message about inclusivity and female empowerment, the lingerie line appears positioned to make a lasting impact in an industry where celebrity-backed brands are increasingly common.