Sydney Sweeney’s new lingerie line, Syrn, made its debut this week with the actress braving chilly Los Angeles weather to model the collection. She shared a series of retro-inspired images and videos from the campaign, photographed by Ellen von Unwerth, posing in a burgundy lace set from Syrn’s first drop. Dubbed “Bite,” the lingerie includes a bra ($89), matching thong ($19), and garter belt ($22), all accessorized with an open burgundy fur coat.
The shoot features Sweeney leaning against a vintage car amid the flash of vintage-style cameras and standing outside the United Artists Theater, whose marquee displayed “Syrn the Seductress”—with “SYD” highlighted in red. A short video shows her stepping out of the car and strutting into the theater, coat draped over her shoulder. Behind-the-scenes footage captures an impromptu paparazzi-style moment, tying into the brand’s “Seductress” collection theme celebrating “the art of the tease.”
The launch follows Sweeney’s earlier Hollywood sign stunt, where she hung bras in various sizes and colors as a promotional tease. Though most Syrn items from the initial drop are sold out, the brand offers bras in sizes 30-38 A-DDD/F (with plans to expand to 42DDD) and underwear from XXS to 3X.