Sydney Sweeney has unveiled the first look at her upcoming lingerie brand, Syrn, with a promotional video ahead of its January 28 launch. In the teaser, the “Euphoria” star models black lace lingerie, opera-length gloves, and bold makeup while writing the launch date in red lipstick on a mirror. The brand’s website currently displays the cryptic message: “i’m coming for you.”
However, the launch has faced controversy following a guerrilla marketing stunt where Sweeney was filmed scaling the Hollywood sign without authorization to hang bras from its letters. Though she secured a permit to film nearby, her actions could lead to trespassing or vandalism charges.
Sweeney developed Syrn over the past year with backing from private equity firm Coatue, which recently received a $1 billion investment from Jeff Bezos and Michael Dell. Ben Schwerin, a Coatue partner and former Snap executive, has been instrumental in supporting the brand.
The venture marks Sweeney’s latest business move beyond acting. She previously founded production company Fifty-Fifty Films in 2020, co-producing hits like “Anyone But You” and “The Housemaid,” the latter surpassing $200 million at the global box office. Her attendance at Bezos’ Venice wedding earlier fueled speculation about their professional ties.