Hollywood star Sydney Sweeney has captivated attention with striking new promotional imagery for her recently launched lingerie brand, Syrn, while simultaneously making strategic moves to expand her entrepreneurial footprint into the beauty sector. The Euphoria actress, aged 28, was photographed wearing elegant black lingerie within a verdant garden setting, tenderly watering plants as part of a fresh commercial campaign for the label.
Strategic Beauty Expansion Plans
In a significant development reported by industry publication WWD, trademark attorney Josh Gerben has identified a crucial filing with the United States Patent and Trademark Office dated January 16. This submission specifically seeks to register the Syrn name for an array of beauty and skincare products, encompassing skincare preparations, beauty care items, and cosmetics. Notably, the application is categorised as an 'intent-to-use' filing, which typically indicates that products are either in active development or that the trademark is being secured proactively for future commercial ventures.
Building a Lingerie Brand with Purpose
Sweeney's foray into the fashion industry with Syrn lingerie was formally unveiled last week, and the actress has been vocal about her foundational philosophy for the brand. In a detailed conversation with Cosmopolitan magazine, she emphasised her commitment to inclusivity and superior fit, stating, 'My designers are all women, and I have an amazing diverse team. My models are a beautiful range of body types. I'm always like: 'I want to see it on every body.' I need to make sure everyone feels really good in it.' She firmly added, 'If I wouldn't wear it, I wouldn't want to make it.'
The Syrn collection is positioned to compete with established market leaders such as Kim Kardashian's Skims and Rihanna's Savage x Fenty. It boasts an impressive range of 44 sizes and is thoughtfully segmented into four distinct thematic modes: Comfy, Playful, Romantic, and Seductress. The inaugural collection, Seductress, debuted recently, with three additional collections—Comfy, Playful, and Romantic—scheduled for release later in the year.
A Personal Mission Rooted in Experience
Reflecting on her personal motivations during an interview with Elle magazine, Sweeney shared, 'I wanted to create a world and a feeling. I wanted to build a lingerie brand that feels like it understands women instead of talking at them.' She elaborated that Syrn embodies 'confidence without pressure, feeling sexy, powerful, soft, playful, or all of the above, depending on the day.' As the sole founder, her vision was clear: 'to create something that lives in real life and doesn't hold anyone back.'
Her dedication to comfort and bespoke design is paramount. 'Boobs and bodies are like fingerprints; everyone's are different, and I wanted to design for that,' Sweeney explained. This ethos is reflected in the brand's accessible pricing, with most items retailing for under $100.
Launch Philosophy and Future Directions
In a press release accompanying the launch, Sweeney revealed a poignant personal anecdote that fuels her design approach: 'I was in the 6th grade with DDs. I hated the bra I had to wear. 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 articulated her brand's core philosophy, stating, 'I wanted to create a place where women can move between all the different versions of who we are. 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.'
The promotional photography for the Syrn line, captured by renowned Vogue photographer Ellen Von Unwerth, presents Sweeney with her blonde hair styled in soft waves, accentuated with black eyeliner and mauve lipstick, evoking a sophisticated evening aesthetic. Sweeney concluded by celebrating the expressive power of lingerie: 'Lingerie is such a fun way to express yourself. You get to feel feminine, and you get to feel powerful. You get to keep it all for yourself, if you want.'
