Hollywood star Sydney Sweeney has once again captivated audiences by showcasing her latest venture, the Syrn lingerie line, in a series of smouldering behind-the-scenes clips from her new advertising campaign. The 28-year-old actress and entrepreneur was filmed prancing around in her own designs, captured through the lens of the iconic German fashion photographer Ellen von Unwerth.
A Vision of Empowerment and Comfort
Sweeney officially launched her Syrn brand on Wednesday, accompanied by a steamy photo-shoot that quickly generated buzz online. Within hours, additional footage emerged, offering a glimpse into the creative process. In one striking scene, Sweeney can be seen pulling open a feather-trimmed black bathrobe to reveal a tantalising set of lingerie, complete with a black lace bra and matching suspenders.
Enhancing the overall showgirl chic aesthetic, she styled her hair into an elegant updo reminiscent of Brigitte Bardot, moving gracefully for von Unwerth's camera. Another look featured a plunging bodysuit that artfully highlighted her cleavage and toned midriff, paired with sparkling shag legwarmers as she posed on a stage. The backdrop cleverly incorporated a projected video of her previous feathered-robe ensemble, adding a layer of visual intrigue.
Founding Philosophy and Personal Inspiration
In an interview with Elle magazine, Sweeney explained the driving force behind her lingerie line. She expressed frustration with the common discomforts of traditional bras, such as "annoying straps" and "cutting bands," which motivated her to create a brand that truly understands women. "I wanted to create a world and a feeling," she stated. "I wanted to build a lingerie brand that feels like it understands women instead of talking at them."
The actress emphasised that Syrn is centred on "confidence without pressure," allowing wearers to feel "sexy, powerful, soft, playful, or all of the above, depending on the day." As the sole founder, her vision was to develop something practical for real life that doesn't hold anyone back. Comfort was a paramount concern, with Sweeney noting, "Boobs and bodies are like fingerprints; everyone's are different, and I wanted to design for that."
The Seductress Collection and Broader Impact
The inaugural collection, named Seductress, is described by Sweeney as "bold, confident, and unapologetic." She elaborated, "It's about owning your power and your desire on your own terms. Starting there set the tone for Syrn as a brand that celebrates femininity in all its forms. It's not about dressing for anyone else; it's about how you feel when you put it on. Seductress is that moment of stepping into yourself."
In a press release, Sweeney shared a personal anecdote that influenced her journey into lingerie design. Recalling her early development, she said, "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 highlighted the brand's aim to accommodate the multifaceted lives of women, stating, "I wanted to create a place where women can move between all the different versions of who we are."
Sweeney passionately described lingerie as "a fun way to express yourself," adding, "You get to feel feminine, and you get to feel powerful. You get to keep it all for yourself, if you want."
Context and Previous Campaign Controversy
This latest campaign follows a previous advertising effort for American Eagle jeans that sparked significant controversy earlier this year. Entitled Sydney Sweeney Has Great Jeans, the ad featured Sweeney buttoning up denim trousers while delivering a playful pun on the word "genes." She remarked, "Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour...my jeans are blue."
Upon its launch in July, the campaign faced an explosion of criticism on social media, with some users accusing it of being racist and flirting with eugenics, particularly in light of Sweeney's blonde hair and blue eyes. However, other viewers defended the actress, calling the backlash "unhinged" and arguing that opponents were "reading too much into this." The incident underscores the often polarising nature of celebrity-led marketing in today's digital landscape.
