Sydney Sweeney’s SYRN Teases Collaboration with Olivia Dunn, Impacting Victoria’s Secret Stock

Sydney Sweeney’s lingerie brand, SYRN, recently shared a photo shoot featuring Olivia “Livi” Dunn, suggesting a possible partnership that could significantly impact the lingerie market. This speculation has reportedly caused a dip of over 4% in Victoria’s Secret stock.

In a Tuesday post on Instagram, SYRN showcased Dunn, who has over 5 million followers and is a former NCAA gymnast, modeling their boy shorts. There’s a sense that this collaboration could elevate the brand’s status in the competitive industry.

A commenter expressed enthusiasm, saying, “I’d love to see a collaboration between Sydney Sweeney and Libby Dunn,” while another person noted, “This is the collaboration everyone has been waiting for.”

Victoria’s Secret has yet to respond to requests for comments regarding this development.

Although Victoria’s Secret has made strides to win back customers with new fashion shows and a return to a more “unapologetically sexy” branding approach, it still faces challenges following a rebranding misstep that didn’t sit well with all audiences.

On the flip side, Sweeney has established her own lingerie line, SYRN, and with her rising star power, she seems poised to challenge established players in the industry. Her previous marketing campaign for American Eagle generated considerable attention, boosting their sales and attracting around a million new customers.

Just last week, Sweeney’s new American Eagle advertisement reportedly led to a 9% stock increase.

Interestingly, her viral campaign last summer drew some criticism, with a faction labeling it as “Nazi propaganda,” but it also led to a notable rise in stock prices and caught the eye of President Trump.

In its efforts to remain relevant, Victoria’s Secret has been incorporating fresh faces, including plus-size models like gymnast Suni Lee, WNBA star Angel Reese, and Ashley Graham into its recent fashion show lineup.

Meanwhile, the company’s stock has surged by over 70% in the last six months as it tries to recover from the fallout of a past failed rebrand.

Back in 2019, the brand distanced itself from its “Sexy Angels” image, even canceling its beloved fashion show amid backlash from the #MeToo movement and its controversial associations.

More recently, after staging its second fashion show in five years last December, Victoria’s Secret reported its highest quarterly sales growth in over four years.

CEO Hilary Super, who took the reins in September 2024, mentioned that the recent show drew a significant number of customers who were willing to pay full price for items—some were even sold out.

Following the launch of its “Very Sexy” campaign featuring items like garter belts and sheer tops, Super has pledged that the brand will embrace a bold sexiness again.

“We had kind of watered down the brand a little bit out of fear,” Super stated, emphasizing the need for confidence moving forward.

Her predecessor, Martin Waters, noted that when he assumed control, the brand was viewed as inappropriate, necessitating a course correction.

“Times have changed now, and I support what Hilary is doing,” Waters concluded.