Actress Sydney Sweeney is generating significant buzz after announcing the upcoming launch of her lingerie brand, Syrn, set for January 28. The 28-year-old star shared stunning promotional photos on social media, highlighting the diverse styles the line offers and emphasizing its inclusive design approach.
Sydney Sweeney Introduces Syrn with Bold Visuals and Inclusive Vision
On Tuesday, Sydney Sweeney revealed details about her new lingerie line, Syrn, pronounced sye-rin. The Emmy-nominated actress posted eye-catching images to promote the brand, which features 44 sizes from 30B to 42DDD and mostly priced under $100. Syrn’s collection is themed around four distinct identities—Comfy, Playful, Romantic, and Seductress—intended to accommodate different moods and personal styles.
In a statement shared via a press release, Sweeney reflected on her personal experience with lingerie:
“I was in the 6th grade with DDs. I hated the bra I had to wear,”
Sydney Sweeney 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.”
She further explained that the brand aims to reflect the multifaceted nature of women:
“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 waterskiing, I’ll dress up for the red carpet then go home to snuggle my dogs. I’m not one thing, no woman is.”
Sweeney also emphasized lingerie’s role in self-expression:
“Lingerie is such a fun way to express yourself,”
she continued.
“You get to feel feminine, and you get to feel powerful. You get to keep it all for yourself, if you want.”
Backing and Business Support Behind Syrn
The Syrn lingerie line has attracted notable investors, including Jeff Bezos and Lauren Sánchez Bezos, according to sources familiar with the project. Private equity firm Coatue partner Ben Schwerin is also involved in backing the brand. A source told Us Weekly last year,
“This has been a huge project for her and something she’s been working on for the last year,”
highlighting the long-term commitment Sweeney has shown toward establishing the business.
Coatue recently launched a fund concentrating on high-growth public and private technology firms, which has secured significant capital commitments from family offices affiliated with Bezos and Dell Technologies founder Michael Dell. According to The Wall Street Journal, the fund intends to allocate 20% to 50% of its investments to private equities, complementing public stock holdings.
Controversy Surrounding Hollywood Sign Photo Shoot
One day before announcing the Syrn brand’s launch, Sydney Sweeney attracted attention for a nighttime stunt involving the Hollywood sign. Video footage obtained by TMZ shows Sweeney wearing black cargo pants, a black hoodie, and a hat while hanging a clothesline of bras across the iconic landmark.
Though Sweeney and her team had FilmLA authorization to film near the sign, they lacked permission to climb or touch it. The Hollywood Chamber of Commerce, which holds the intellectual property rights to the Hollywood sign, confirmed in an email to TMZ that no approval was granted for the stunt. A spokesperson said,
“There was no permission granted to do this, as is required,”
underlining the unauthorized nature of the event.
This action has raised questions about potential legal consequences, including criminal trespassing or vandalism charges. However, the Los Angeles Police Department stated to Fox News Digital that no investigation is currently underway and confirmed, “No crime was committed.”
Hollywood Chamber of Commerce Addresses the Incident
Steve Nissen, President and CEO of the Hollywood Chamber of Commerce, issued a statement regarding the situation. He clarified that the Chamber neither authorized nor was aware of the production involving Sydney Sweeney and the use of the Hollywood sign image. He stressed the importance of obtaining a license for any commercial activities associated with the sign:
“The Hollywood Chamber of Commerce owns the intellectual property rights to the image of the Hollywood Sign so that anyone intending to use and/or access the Hollywood Sign for commercial purposes must obtain a license or permission from the Hollywood Chamber to do so. The Hollywood Chamber of Commerce did not grant a license or permission of any kind to the production involving Sydney Sweeney as reported by TMZ, nor did anyone seek a license or permission from the Chamber for that production.”
Steve Nissen, President and CEO, Hollywood Chamber of Commerce
Significance of Syrn and What to Expect Next
Sydney Sweeney’s entrance into the lingerie market with Syrn represents a blend of personal experience and wider inclusivity in fashion, aiming to create styles that embrace a variety of body shapes and women’s identities. The combination of affordable pricing, an expansive size range, and the alignment with distinct personas reflects a strategic move to tap into diverse consumer preferences.
While the Hollywood sign incident created controversy, it has also amplified the brand’s visibility ahead of the launch. Going forward, Syrn’s reception among consumers will reveal how well Sweeney’s vision resonates in a competitive lingerie market, as well as how the brand navigates publicity from its promotional tactics.
