Sydney Sweeney’s lingerie brand Syrn, which quickly sold out on its first launch, is preparing for a wide-reaching expansion across Europe. The 28-year-old Euphoria star aims to capitalize on her rising popularity by establishing Syrn stores in key European markets, including France, the UK, Italy, Spain, Greece, Germany, and Switzerland.
After traveling extensively through cities like London, Paris, Milan, Barcelona, and Lisbon, Sydney has developed a strong connection to the continent, sparking plans to open multiple boutiques and invest an estimated $35 million in the brand’s growth abroad. Her personal affinity for Portugal, especially Lisbon, has led her to consider purchasing property there as she begins filming a new project.
Strategic Growth and Celebrity Support Boosting Syrn’s Prospects
Sydney is collaborating closely with her business partners to ensure Syrn’s successful launch in Europe, targeting dominance in the lingerie market within the next few years. Her celebrity status and sex appeal have made her a standout figure across Europe, providing a valuable platform to promote the brand.
Our insider revealed that Sydney’s European network is strong, with many European celebrities offering support and expressing interest in participating in promotional campaigns, public events, and advertising initiatives.
“She has strong friendships with several celebrities in Europe and has received good advice from a number of European stars. Some have even expressed interest in supporting the brand through campaigns, billboards on major streets and public events.”
– Insider
Sydney’s Deepening Ties to Lisbon and Desire for Privacy
Sydney’s enthusiasm for Lisbon extends beyond business. She is reportedly looking at either an apartment in central Lisbon or a house on the outskirts that offers tranquility and nature, reflecting her desire to find a peaceful retreat away from the media scrutiny she has faced in Hollywood.
Her growing fondness for southern Europe—including Spain, Italy, and Greece—is well known, but Portugal’s welcoming atmosphere and unique vibe have especially drawn her in.
She envisions this location as a sanctuary where she, her partner, and her family can escape the spotlight, enjoy local culture, and live a more balanced life away from paparazzi attention.
“She has lived with a lot of pressure and attention, and she’s looking for more peace and tranquility. For her, Lisbon feels like that kind of safe haven.”
– Source close to Sydney
Recently, Sydney was spotted at the Estadio Jose Alvalade in Lisbon, demonstrating notable ball skills after a football match, alongside co-stars Leo Woodall and Matthew Goode, as they prepare for the adaptation of Edith Wharton’s Custom of the Country.
Controversies and Career Fluctuations Amid Business Success
While Syrn’s commercial progress has been remarkable, Sydney’s acting career has experienced varied results. Her 2023 romantic comedy Anyone But You was a box office hit, but two subsequent films—Americana and Eden—failed to meet expectations. Earlier successes like 2025’s The Housemaid contrast with the poor reception of the drama Christy, despite award ambitions.
Sydney’s recent personal and political controversies have also impacted her public image. Her relationship with billionaire Scooter Braun, known as Taylor Swift’s adversary, stirred public debate, and her support for the Republican Party, along with backlash against an American Eagle jeans advertisement accused of Nazi and racist undertones, led to some social distancing.
Potential Role as the Next Bond Girl and Backing from Jeff Bezos
Amid rumors, Sydney is considered a leading candidate to become the next Bond girl in the upcoming 007 film, directed by Denis Villeneuve, a close friend and admirer of her talent and appeal to younger fans. Jeff Bezos, who holds creative influence over the franchise and financially supports Syrn, maintains a significant role in her career trajectory.
Bezos’s lavish $46 million wedding in Italy last year and his love for Europe hint that the next Bond movie might feature Mediterranean settings, aligning neatly with Sydney’s expanding presence in the region.
A movie insider affirmed Sydney’s prominence for the Bond role and highlighted Villeneuve’s enthusiasm:
“Sydney is the top name on the casting sheet for Bond.”
“Denis believes she is hugely talented, as well as having an alluring appeal to younger generations, vital in modernising the franchise.”
“They’ve hung out together a lot and he has admired her stratospheric rise.”
Sydney herself addressed the speculation thoughtfully when asked about the rumors:
“To be honest, I don’t know all the Bond rumours, but I’ve always been a huge fan of the franchise, and I’m excited and curious to see what they do with it.”
– Sydney Sweeney
Upcoming Events and Future Plans in Europe
Beyond retail expansion, Sydney is reportedly arranging surprise promotional events, especially in the UK, where she feels strong fan support and market potential. Her hands-on approach reflects ambitions to emulate iconic performers like Madonna by establishing a tangible presence overseas.
These plans coincide with her desire to balance a demanding career with a quieter personal life, taking advantage of Europe’s cultural richness and opportunities for relaxation.
