‘The Housemaid’ Star Sydney Sweeney Trades Glam for Cozy Knits and Shaving Foam in Syrn’s Playful New Holiday Campaign

Sydney Sweeney has spent much of the year proving she’s just as savvy behind the scenes as she is in front of the camera. In January, the ‘Euphoria’ star launched her lingerie brand SYRN with an attention-grabbing stunt that saw the Hollywood Sign decorated with bras. Since then, the brand has rolled out one buzzy campaign after another, with Sweeney almost always front and center.

Over the summer, she posed alongside model Amélie Tremblay in a series of pastel mirror selfies, dancing to Neon Trees’ “Everybody Talks” in a video that quickly lit up social media. She followed that with a birthday-themed collection ahead of her 29th birthday in September, photographed by Greg Swales and featuring SYRN’s first use of embroidery, with the phrase “I really love you” stitched in Sweeney’s own handwriting.

Now, Sweeney is bringing that same energy to the holiday season. On October 22, SYRN’s official Instagram page shared a new set of vintage-inspired mirror portraits as part of its “The Holiday Shop” campaign. The images have quickly made the rounds online.

The photos belong to a chapter called “Hibernation Nation,” which appears to be part of the brand’s “Comfy” line. It’s one of 4 holiday-inspired collections set to launch on October 27 at 8 a.m. PT.

For the shoot, Sweeney wore a deep blue cable-knit cardigan left mostly unbuttoned over a matching knit bra with delicate scalloped lace trim. She paired it with ribbed, high-waisted knit bottoms in the same shade, keeping the entire outfit cohesive from top to bottom.

The styling leans heavily into the cozy, stay-indoors mood the collection’s name suggests. It’s a softer, more relaxed direction compared to the brand’s earlier romantic and pastel campaigns, swapping lace and florals for chunky winter knits.

What really sets this campaign apart is its sense of humor. In the standout image, Sweeney poses in front of an ornate vintage mirror with thick shaving foam covering her chin, holding a safety razor up to her face. The unexpected twist gives the shoot a tongue-in-cheek, slightly retro feel that has fans buzzing.

Another shot is a casual behind-the-scenes mirror selfie, with Sweeney playfully sticking out her tongue while holding up her phone. A third frame, finished with a nostalgic film effect, captures her smiling with both hands on her hips as she checks out her reflection.

The campaign lands during an incredibly busy stretch for Sweeney. She returned for the third season of ‘Euphoria’, which premiered in April, and has also been filming Netflix’s live-action ‘Gundam’ movie in Australia.

Along the way, she has continued to steer SYRN’s campaigns, turning each new collection into its own social media event. Sweeney has previously credited her ‘Euphoria’ character, Cassie Howard, with helping her feel more confident in her own skin.

That confidence is clearly on display in SYRN’s latest drop, which blends cozy holiday comfort with the playful, self-aware tone that has become the brand’s signature. With the “Hibernation Nation” collection arriving next week and 3 more holiday chapters on the way, SYRN’s festive season is just getting started.

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