Sydney Sweeney Turns Up the Heat with New Lingerie Line and Scorching Teaser Video

ByHrvoje Milakovic Published on
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Depositphotos / SYRN
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Sydney Sweeney is taking the fashion world by storm with her new lingerie brand, SYRN, but her launch has already stirred up controversy. The Euphoria star revealed the line on Tuesday, January 27, with a bold Instagram video that showed off the collection’s four themes: Seductress, Romantic, Playful, and Comfy. Fans got a first look at the designs, but the real attention-grabber was Sweeney’s late-night climb up the Hollywood Sign, where she hung bras to promote the line.

The stunt, while flashy, hasn’t gone unnoticed by authorities. The Hollywood Chamber of Commerce, which owns the landmark, is reportedly reviewing the incident for possible vandalism and unauthorized use. Despite that, SYRN has heavyweight backers like Amazon founder Jeff Bezos and Lauren Sánchez, giving Sweeney strong financial support.

The first collection, Seductress, is set to drop on Wednesday, January 28. Fans can pre-order online at SYRN.com, where Sweeney says the pieces are designed to fit a wide range of body types. She explained the inspiration behind the designs comes from her own experiences struggling to find bras that fit properly growing up.

Sweeney isn’t just focused on fashion. She’s had a big start to 2026 in film. Her role as Millie Calloway in The Housemaid earned her high praise when it hit theaters in December 2025, and the romantic drama Scandalous, where she takes on the role of Hollywood icon Kim Novak. Rumors also suggest a cameo in the upcoming The Devil Wears Prada sequel.

Financially and professionally, Sweeney has positioned herself at the intersection of glamour and grit. She’s worked with major fashion houses like Miu Miu and Armani Beauty while continuing to choose demanding and transformative roles in film. With major investors like Bezos and private equity firm Coatue behind SYRN, her new brand could compete with major names in the lingerie space, including SKIMS.

Despite potential legal trouble, Sweeney seems unbothered. The Hollywood Sign stunt reflects her bold approach to business and marketing. As she prepares for tomorrow’s official launch, the question remains whether the stunt will drive strong sales or simply attract headlines.

Share your thoughts on Sydney Sweeney’s daring marketing stunt and the new SYRN lingerie line in the comments.

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