Sydney Sweeney, 28, has launched her lingerie brand Syrn with the debut collection titled “All About the Assets.” The line features lace bras, plunging bodysuits, and corsets, priced between $19 and $269. Initial bra sizes range from 30-38 A-DDD/F, with underwear available in XXS to 3X, though the smallest and largest sizes were unavailable at launch. The brand plans to expand sizing up to 42DDD in the future.
Sweeney promoted the direct-to-consumer line to her 26 million Instagram followers with sultry campaign images and behind-the-scenes videos shot by photographer Ellen von Unwerth, known for her pinup-style Guess campaigns. The visuals highlight themes like the “art of the tease,” showing Sweeney in lingerie paired with lace masks, fluffy coats, and mesh gloves.
The brand embraces four personas: Seductress, Comfy, Playful, and Romantic. Von Unwerth photographed the Seductress campaign, while Frances O’Sullivan and Jess Wasson captured the Romantic and Comfy aesthetics, respectively. Sweeney described Syrn as a reflection of diverse femininity, stating, “I’m not one thing, no woman is.”
Syrn’s branding leans into boldness with playful product names like the “String You Along Thong” and a tagline referencing the brand’s origin “from the heart, brains, and boobs of Sydney Sweeney.”
To promote the launch, Sweeney staged a guerrilla marketing stunt by scaling the Hollywood sign and draping bras across the letters. However, the Hollywood Chamber of Commerce confirmed the act was unauthorized, noting they had no prior knowledge of the production and did not grant permission for the stunt.