Los Angeles: Actress Sydney Sweeney has once again grabbed the spotlight, this time with the launch of her lingerie brand, Syrn, amid controversy over her debut ad campaign. Known for taking bold career moves, Sweeney unveiled four distinct collections—Seductress, Romantic, Playful, and Comfy—designed to cater to every facet of a woman’s personality.
The 28-year-old actress shared glimpses of the new line on Instagram, featuring sheer bodysuits, lacy black lingerie, strappy tank tops, and more. Announcing the launch, she wrote, “The secret is finally out… say hello to @syrn… this is lingerie you wear for YOU, no explanation, no apology.” Syrn offers an impressive range of 44 sizes, from 30B to 42DDD, with most pieces priced under $100. The first drop, from the Seductress category, has already sparked excitement among fans eager to shop.
Fashion With Purpose
In a press release, Sydney explained her motivation for venturing into lingerie design. “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. I wanted to create a place where women can move between all the different versions of who we are,” she said.
Sydney also emphasised versatility and self-expression: “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. 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.”
Controversy Over Hollywood Sign Ad
Despite the brand’s buzz, Sweeney has faced criticism from the Hollywood Chamber of Commerce. The ad campaign involved bras draped over the iconic Hollywood Sign in Los Angeles, prompting backlash for allegedly not securing the necessary permit. While her production company, Persuasion Pictures, obtained permission from FilmLA, the Hollywood Sign itself is owned by the Chamber, requiring a separate permit.
This isn’t the first time Sweeney has courted controversy. In 2025, she made headlines for an American Eagle jeans campaign whose tagline, “Sydney Sweeney has great jeans,” faced criticism for perceived racial connotations.
Moving Forward With Syrn
Despite the scrutiny, Sweeney’s lingerie line is generating significant attention, with fans praising its inclusivity and empowering approach. Industry insiders note that Syrn’s 44-size range and affordable pricing reflect a growing trend toward accessibility and body positivity in fashion.
With her bold marketing and inclusive designs, Sydney Sweeney’s Syrn may well become a defining venture for the actress-turned-entrepreneur, reinforcing her reputation for pushing boundaries both on-screen and off.
