Sydney Sweeney Launches Syrn Underwear With a Viral Hollywood Stunt

Sydney Sweeney launches her new underwear brand Syrn with lace corsets, plunge bras, and a viral Hollywood stunt.

Sydney Sweeney’s new underwear brand, Syrn, did not arrive in a vacuum. Its launch comes at a moment when the actress has been navigating intense online scrutiny, making the debut feel layered, personal, and deliberately timed.

Last year, Sweeney faced backlash following her American Eagle “Great Genes” campaign. Critics argued the messaging leaned too heavily into coded language and imagery, sparking a wider debate about branding, intent, and perception. While the campaign was meant to be playful, the reaction was swift and polarized, with Sweeney finding herself at the center of conversations she did not fully control. Since then, every public move has been closely watched.

Fast forward to January, and Sweeney reentered the spotlight on her own terms with a bold Cosmopolitan cover tied directly to Syrn. Photographed in stripped-back, nearly nude styling, she wore white Syrn lingerie layered with a black Miu Miu apron, paired with Messika jewelry. The images leaned into intimacy rather than spectacle, showing lace, soft elastic waistbands, and clean silhouettes designed to sit close to the body. Other looks from the shoot featured black two-piece lingerie sets styled with body chains, boots, and minimal layers, keeping the focus on shape, fabric, and confidence.

Now comes Syrn itself, launched through a viral Hollywood stunt that ensured attention was unavoidable. The first collection, titled “Seductress,” centers on lace corsets, basques, plunge bras, sheer stockings, low-rise thongs, and sculpting bodysuits. The designs are intentionally revealing, built to highlight curves without disguising them. There is no attempt at subtlety here. The aesthetic mirrors Sweeney’s own red carpet and editorial history, sensual, direct, and unapologetically feminine.

Online reaction has remained divided. Supporters view Syrn as Sweeney reclaiming her image after months of public criticism, turning attention into ownership. Others question whether the brand leans too far into the same sexualized lens that previously drew criticism. Still, the response has been immediate. The debut collection reportedly sold out quickly, with no word yet on restocks.