Sydney Sweeney Unveils Syrn Lingerie Brand Amid Hollywood Sign Controversy
Sydney Sweeney has captivated fans with the launch of her new lingerie brand, Syrn, sharing stunning promotional images on Instagram this week. The Euphoria actress appeared in angelic white lingerie, posing before a French window in a quaint blue-and-white house for the brand's debut campaign.
The Syrn Brand Vision and Collections
In an exclusive interview with Elle magazine, Sweeney revealed her motivation behind creating Syrn. "I wanted to create a world and a feeling," she explained. "I wanted to build a lingerie brand that feels like it understands women instead of talking at them."
The actress emphasised that Syrn is designed to offer confidence without pressure, allowing women to feel sexy, powerful, soft, or playful depending on their mood. As the sole founder, Sweeney's vision was to create garments that "live in real life and don't hold anyone back."
Sweeney has focused intensely on comfort and inclusivity in her designs. "Boobs and bodies are like fingerprints; everyone's are different, and I wanted to design for that," she shared. The brand offers an impressive 44 size range, from 30B to 42DDD, with most items priced under $100.
The initial collection, named Seductress, launched on Wednesday. Sweeney described it as "the right opening chapter" that sets a bold, confident tone for the brand. Three additional collections—Comfy, Playful, and Romantic—are scheduled for release later this year.
Promotional Imagery and Photographic Collaboration
The promotional campaign features striking images captured by renowned Vogue photographer Ellen Von Unwerth. Sweeney appears with her blonde hair in soft waves, complemented by black eyeliner and mauve lipstick, creating a sophisticated night-out aesthetic within a luxurious hotel setting.
In a press release, Sweeney connected her personal experiences to the brand's mission. "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," she recalled. "Designing for different bodies is a huge part of Syrn."
The actress further elaborated on her philosophy: "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."
Instagram Teasers and Launch Details
Sweeney has been actively promoting Syrn through her Instagram account, sharing teaser images and launch information. Her caption for one post read: "Somewhere Only We Know @syrn. The first drop from the romantic world is arriving 2.4.26 at 8AM PT for early access. Sign up today at syrn.com."
Another Instagram message announced: "Consider this your official tease ;) First looks at The Seductress line-up dropping tomorrow." A subsequent post added: "All About The Assets ✨ Our debut drop from the world of the Seductress shot by the incredible @ellenvonunwerth. Shop the collection tomorrow @ 8 AM PT for early access and 9 AM PT for general access."
Currently, Syrn products are shipping exclusively within the United States, according to the brand's Wednesday announcement.
Hollywood Sign Controversy and Legal Implications
The launch has been overshadowed by a potential legal controversy involving the Hollywood Sign. Sweeney and her team reportedly accessed the restricted area around the iconic 45-foot landmark, scaling an eight-foot fence to hang bras from her Syrn collection on the letters.
Although they apparently possessed a filming permit from FilmLA, they lacked authorisation to climb, touch, or physically alter the sign. The Hollywood Chamber of Commerce, which owns the intellectual property rights to the Hollywood Sign's image, has stated that "neither you nor the production company have sought or received permission to use the images captured for any commercial use."
Steve Nissen, President and CEO of the Hollywood Chamber of Commerce, confirmed in a statement: "The production involving Sydney Sweeney and the Hollywood Sign was not authorised by the Hollywood Chamber of Commerce nor did we have prior knowledge of it." He added that the Chamber is still investigating how the production accessed the site.
Trespassing on the Hollywood Sign site constitutes a misdemeanour offence, potentially resulting in fines up to $1,000 or imprisonment for up to six months. While the Chamber has not yet filed trespassing or vandalism reports, they are continuing their investigation into the incident.
This controversy emerges as Sweeney continues to share promotional content for Syrn, including images of herself in off-white lace lingerie and a white lace onesie with garter belt, stockings, and gloves from the same collection.
