Sydney Sweeney Launches Syrn Lingerie Line Focused on Fit and the Art of the Tease

Sydney Sweeney launches Syrn, a new lingerie brand centered on fit, confidence, and the art of the tease, with inclusive sizing and bold campaigns.

Sydney Sweeney is stepping into fashion with intention. The actress officially launches her lingerie line, Syrn, on January 28, introducing a brand built around what she calls the art of the tease. It is playful, confident, and rooted in the idea that women do not exist in just one lane.

Syrn is designed as a direct-to-consumer label with four core moods: Comfy, Playful, Romantic, and Seductress. The debut drop focuses on Seductress, leaning into lingerie that balances allure with wearability. Lace bras, sculpted corsetry, and delicate cutouts set the tone, but the emphasis stays firmly on fit rather than fantasy alone.

In early teasers, Sweeney appears in a black lace set that highlights clean lines and supportive construction. The pieces frame the body without pinching or pulling, offering a refined silhouette meant to feel as good as it looks. Other campaign visuals show her lounging in a rose garden in soft lace, posing in white corseted styles inside an empty theater, and channeling retro glamour in a vintage diner setting with a cropped red top layered over lingerie elements.

Fit plays a central role in the brand’s identity. Syrn offers 44 sizes ranging from 30B to 42DDD, with most pieces priced under $100. The goal is simple but often missed: bras that support without digging, bands that stay comfortable, and fabrics that feel smooth against the skin.

The campaigns are shot exclusively by female photographers, giving each collection a distinct emotional tone. The Seductress imagery was captured by Ellen von Unwerth, while future drops will spotlight the other personas through different creative lenses.

Syrn has reportedly been in development for about a year, and it shows. Rather than leaning on shock value, the brand focuses on confidence, self-expression, and choice. For Sweeney, lingerie is not about performance. It is about feeling powerful, feminine, and entirely in control, whether that moment is shared or kept just for yourself.

The launch also arrives during a busy moment for Sweeney, who continues to dominate headlines for both her evolving on-screen roles and her fashion-forward public appearances. Fans recently got a closer look at her bold return to Euphoria season 3, as well as her sheer silver Christian Cowan gown at the Variety Power of Women event, underscoring how confidently she moves between provocative storytelling and red carpet glamour.