Sidney Sweeney Launches New Lingerie Brand

Could this be Sidney Sweeney’s most daring endeavor yet? The 28-year-old actress has just unveiled her own lingerie line, Syrn, introducing a collection featuring lace bras, plunging bodysuits, and eye-catching corsets.

The collection, called “All About the Assets,” is priced between $19 and $269, and includes bra sizes 30-38 A-DDD/F and underwear sizes XXS-3X. It’s worth noting the launch doesn’t seem to offer the full range of sizes just yet, although there are plans to expand up to 42DDD.

Sweeney has been actively promoting her new venture to her 26 million Instagram followers, sharing increasingly sultry campaign images captured by well-known photographer Ellen von Unwerth.

Among the collection, prices range from a $19 lace thong to a $269 date night corset. Sweeney offers a peek into the collection with enticing photos, including one where she poses in a lace mask paired with a fluffy coat, and another that features her admiring herself in the mirror, showcasing a lace thong.

The marketing materials lean heavily into the “art of teasing,” which is central to this launch. In one clip, she stretches her legs behind a dressing room screen while playfully pointing her stiletto toes and waving her mesh-gloved fingers at the camera.

The brand has playful product names like “String You Along Thong” and “Hot Line Garter Belt” to complement its cheeky branding. Sweeney expressed her vision for the brand, stating, “I am not one, and neither are women,” emphasizing the different aspects of femininity she aims to capture.

She even shared an unboxing video on TikTok, revealing some of her most cherished pieces from the collection. The campaign takes on different aesthetics; alongside von Unwerth’s work, Frances O’Sullivan captures the romantic side, while Jess Wasson photographs the comfy collection.

Sweeney wants to create a space where women can explore diverse representations of themselves. She reflects on her interests, saying, “I love working on cars. I go water skiing. I dress up for red carpets and then go home and snuggle with my dog. I’m not special. Women aren’t special either.”

While the current size offerings range from XXS to 3X, the brand’s website did not show full availability at launch.

To celebrate her brand, Sweeney conducted a guerrilla marketing stunt, climbing the Hollywood sign and draping a bra over the iconic letters—an act she shared on social media. Though it generated headlines, the Hollywood Chamber of Commerce noted that Sweeney did not have the necessary permits for the stunt, stating it wasn’t sanctioned and they were unaware of it beforehand.