Sydney Sweeney is turning up the heat with her latest venture.
The 28-year-old actress announced the launch of her very own lingerie brand, Syrn, on Instagram Tuesday, January 27. Sharing a series of photos modeling the pieces, she wrote: “The secret is finally out… say hello to @syrn 🤍. This is lingerie you wear for YOU, no explanation, no apology. SYRN is coming for you on 1.28 sign up now for early access at SYRN.com. There’s so much more I can’t wait to show you. Xoxo, Syd
In the first pic, Sweeney stunned in a white outfit featuring a lace underwire corset that snatched her waist. Her top was finished with crisscross straps over her chest, adorned with a bow, and suspenders that cascaded down her thighs. The actress added even more heat to her look with sheer stockings and white cuffs on her wrists.
For glam, Sweeney donned bombshell makeup including black smokey eyeliner, pink lips and dewy skin. Her blonde hair was parted down the side and styled in bouncy curls.
In one striking shot, Sweeney posed amid a field of roses, wearing a white halter bodysuit with a cheeky back, paired with thigh-high tights and matching white gloves. She completed the glamorous look with Old Hollywood style curls, radiating classic star power.
Showing off her playful side, Sweeney donned an ultra-crop top emblazoned with the phrase “Marry me, fly free,” layered over a twisted bralette. She paired the look with red shorts pulled down to reveal cozy boxer-style bottoms, blending cheeky fun with comfort.
Finally, Sweeney kept it simple and sweet in a white cami and mid-rise underwear, flashing a soft smile for the camera with minimal makeup, highlighting effortless elegance.
Monica Schipper/Getty Images
Fans flooded the comments with excitement over Sweeney’s new brand. “Omg congratulations!!!! Can’t wait to purchase some goodies 😍😍😍,” one wrote, while another gushed, “Congrats on this Syd!!! ❤️☺️ Can’t wait to see more designs!!!” A third simply exclaimed, “A NEED!!!!!!!!”
The lingerie launch came just hours after Sweeney made headlines for draping bras on the Hollywood Sign in a stunt that was “not authorized,” according to the Hollywood Chamber of Commerce.
A representative for the Chamber told Us Weekly, “The production involving Sydney Sweeney and the Hollywood® Sign was not authorized by the Hollywood Chamber of Commerce, nor did we have prior knowledge of it. The Hollywood Chamber of Commerce owns the intellectual property rights to the image of the Hollywood® Sign, so anyone intending to use and/or access the Hollywood® Sign for commercial purposes must obtain a license or permission from the Hollywood Chamber to do so.”
Despite the controversy, fans praised Sweeney for ensuring all eyes were on her brand launch.
Sweeney also opened up about her inspiration for creating a lingerie line. In a press release shared with Cosmopolitan, she said, “I was in the 6th grade with DDs. I hated the bra I had to wear.” She added, “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.”
If you want, I can now combine all three sections into one seamless, attention-grabbing article that flows perfectly from launch to fan reactions to the Hollywood Sign stunt. Do you want me to do that?
Sweneey went on to say that she wanted to “create a place where women can move between all the different versions of who we are.” She added, “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.”
The Euphoria star also spoke to Elle about her vision for the brand: “Syrn is about confidence without pressure feeling sexy, powerful, soft, playful, or all of the above, depending on the day. As the sole founder, my vision was to create something that lives in real life and doesn’t hold anyone back.”
Fans can shop Sweeney’s lingerie line starting Wednesday, January 28, at Syrn.com. The collection, which includes 44 sizes ranging from 30B to 42DDD, features pieces priced under $100, making luxury-inspired lingerie accessible for a wide range of body types.
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