Sydney Sweeney’s lingerie brand Syrn redefines intimate apparel for a new generation

28 January 2026

Sydney Sweeney has taken a bold step beyond acting to launch her own lingerie label Syrn with a debut collection that blends provocative style, inclusivity and a distinctly playful aesthetic that reflects her own personality and vision for how women can express themselves through intimates. The 28-year-old Euphoria star unveiled the line on January 28 under the banner “All About the Assets,” presenting an array of lace thongs, corsets, push-up bras, bodysuits and other pieces designed to appeal to a wide range of tastes and occasions, from sensual nights out to everyday wear. The brand arrives at a time when celebrity-built fashion ventures are reshaping how fans connect with products, and Sweeney is positioning Syrn as both a fashion statement and a celebration of multidimensional womanhood.

Syrn’s debut collection showcases lingerie priced from about $19 for simpler pieces to $269 for more elaborate designs, and features a mix of daring silhouettes and intricate lace detailing. The launch includes provocative corsets that accentuate the figure and push-up bras that blend support with sex appeal, while thongs and bodysuits add variety to the wardrobe. Throughout the campaign imagery, Sweeney embraces the concept of empowered sensuality, wearing pieces that echo the brand’s intention to make women feel confident and bold in their own skin. The collection embodies the idea that lingerie is not just functional apparel but a medium for self-expression.

Syrn is built around four distinct stylistic personas. Seductress evokes classic allure with dramatic lace and dark hues, Romantic takes a softer approach with delicate details and lighter tones, Playful adds a flirty edge, and Comfy offers everyday basics with thoughtful design. By categorizing the line this way, Sweeney aims to mirror the multifaceted nature of modern femininity, acknowledging that women can inhabit different moods and identities. In a statement ahead of the launch, she described her vision as creating “a place where women can move between all the different versions of who we are,” underscoring her belief that people should not be confined to a single style or stereotype when choosing their lingerie.

The inclusivity of Syrn extends not only to its personas but also to sizing. At launch the brand offered a range of band sizes and cup fits intended to encompass a broad spectrum of body types, with plans to expand even further. While the initial range included sizes up to 38 A-DDD/F and underwear sizes from XXS to 3X, the company signaled intentions to grow that offering, aiming to reach sizes as large as 42DDD to ensure more women can find pieces that fit well and feel flattering. This emphasis on inclusivity reflects broader trends in fashion but also connects to Sweeney’s own longstanding comments about body confidence and the importance of having attractive, comfortable options for diverse figures.

Syrn’s launch was amplified by highly visible marketing that mixed glamour with cheeky irreverence. Celebrity photographer Ellen von Unwerth shot key campaign visuals for the Seductress collection, channeling a retro-glamour energy that framed Sweeney as both muse and creator. The imagery was designed to turn heads and spark conversation, leaning into classic pin-up influences while feeling fresh and contemporary.

As part of its promotional push, Sweeney also employed a guerrilla-style stunt that placed bras across the Hollywood sign, a move that garnered significant media attention and underscored the brand’s willingness to court controversy in pursuit of visibility. That stunt drew the ire of the Hollywood Chamber of Commerce for lack of authorization, but it undeniably boosted awareness and illustrated the power of celebrity influence in building buzz for a new label.

The public response to Syrn has been strikingly enthusiastic. The initial Seductress drop sold out quickly after its launch, prompting Sweeney to share her surprise and excitement with fans. Supporters took to social media to praise the designs and the ethos behind the brand, while fashion commentators noted the rapid sell-through as a testament to both Sweeney’s star power and the strength of the product offering. Syrn’s success also highlights growing consumer interest in direct-to-consumer fashion brands that combine distinctive aesthetics with a narrative that resonates on an emotional level.

Beyond the immediate sales figures, Syrn represents a larger moment in Sweeney’s career. Known for her acting roles and growing cultural profile, she is expanding her creative footprint into fashion in a way that builds on her personal brand. Her approach, which blends aspirational style with candid reflections on body image and empowerment, positions Syrn as more than just another celebrity fashion line. Instead, it aims to be a lifestyle label with enduring appeal, rooted in the idea that lingerie can play an important role in how women feel about themselves.

Critics and admirers alike see the venture as part of a broader shift in how celebrities leverage their platforms to create businesses that extend beyond entertainment. With Syrn, Sweeney is entering a competitive field that includes established players and other celebrity founders. Her success may well depend on balancing the allure of high-impact marketing with a sustained commitment to product quality, customer experience and brand identity that can evolve over time. If her early momentum is any indication, the label could carve out a lasting place in the lingerie market.