In the past year, actress Sydney Sweeney has pulled every classic Hollywood move on her way to becoming one of today’s biggest stars—sheer gowns, plunging necklines, diverse on-screen roles and a provocative campaign that landed her in the headlines for reasons that had little to do with clothes. Now, she’s ticking another box on the road to pop culture dominance with the launch of a daring lingerie label.
Her new brand, SYRN, offers bras designed to fit women of all sizes, shapes, and styles, with 44 different sizing options—from 30B to 42DDD. Most pieces will retail for under $100. “I wanted to build a lingerie brand that feels like it understands women instead of talking at them,” Sweeney explained in a press release.
5 View gallery
Sydney Sweeney models for her lingerie brand, SYRN
(Photo: Frances O’Sullivan for SYRN)
“I was in the 6th grade with DDs. I hated the bra I had to wear,” she shared. “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.”
“I wanted to create a place where women can move between all the different versions of who we are,” she added. “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.”
In the campaign images released today, Sweeney leaves little to the imagination. She moves between romantic and commanding, poetic and provocative, embodying the many facets of womanhood the brand hopes to celebrate.
In one photo, she stands in an empty theater wearing a corset and tossing popcorn in her mouth while perched on red velvet seats. In another, she appears from behind in black lace thong underwear. A third shows her stripping off sporty shorts to reveal a white bra and boxer briefs, wearing a red T-shirt that reads Marry Me, Fly Free.
Just before the collection goes live on the brand’s website Wednesday at 7 p.m. Israel time, Sweeney has already stirred controversy. In what appears to be a well-calculated PR stunt, she was filmed at night scaling the iconic Hollywood sign and draping it in bras from her brand.
The video went viral worldwide, but also triggered swift backlash. Hollywood officials announced that no formal permission had been granted for the shoot and that any physical contact with the sign requires special authorization. The Los Angeles Police Department confirmed that legal action may be considered, including potential trespassing or unauthorized use charges.