Sydney Sweeney Launches Syrn: A Lingerie Line Celebrating Subtle Seduction
Sydney Sweeney is set to unveil her lingerie line, Syrn, on January 28. The launch is accompanied by a unique concept centered on “the art of the tease,” according to the actress and entrepreneur.
Sweeney stated, “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 water skiing, I’ll dress up for the red carpet then go home to snuggle my dogs. I’m not one thing; no woman is.” This idea is reflected in Syrn’s design philosophy, which focuses on four distinct personas: Comfy, Playful, Romantic, and Seductress.
Sweeney is showcasing pieces from Syrn in various promotional materials, including shots taken by renowned female photographers—Ellen von Unwerth is behind the Seductress campaign. This promotional strategy aims to resonate with the brand’s ethos of empowering women through diverse representations.
The actress’s interest in lingerie design is deeply personal. Reflecting on her early experiences, she revealed, “I was in the 6th grade with DDs. I hated the bra I had to wear… Designing for different bodies is a huge part of Syrn.” This commitment to inclusivity is evident in the line’s offering of 44 sizes, ranging from 30B to 42DDD, most styles priced below $100. The brand addresses common lingerie issues, such as uncomfortable straps and irritating fabrics.
In a recent promotional stunt, Sweeney drew attention by climbing the Hollywood Sign and stringing bras across its letters, an act that is now under investigation by the Hollywood Chamber of Commerce. The actress explained that this playful gesture aimed to promote her brand, even though it breached climbing regulations.
The campaign imagery released thus far showcases Sweeney’s diverse range, from lounging in a rose garden in delicate lace to posing in a vintage diner setting. Each setting reinforces the theme of personal empowerment and self-expression, which Syrn embodies.
With Syrn backed by financial heavyweights like Jeff Bezos and Michael Dell through the firm Coatue, the brand is poised to leave a significant mark in the lingerie market. Located exclusively at syrn.com, the collection will be available for early access at 8 a.m. PST, followed by a public launch at 9 a.m. PST on opening day.
As Sweeney aptly noted, “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.”
