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Sydney Sweeney announced on Tuesday the launch of her own lingerie line, Syrn — a day after TMZ published teaser footage of the “Euphoria” star scaling the Hollywood sign and littering it with bras.
“When I bought my first cute bra that actually fit, I wore it to pieces. Designing for different bodies is a huge part of Syrn,” Sweeney said in a statement.
Syrn’s offerings are split into four “personas” — seductress, romantic, playful and comfy — and 44 sizes, ranging from 30B to 42DDD. Most products will be priced under $100. The first pieces will be released on Jan. 28 at 9 a.m. PST.
Syrn has reportedly been in development since roughly mid-2024 and is backed by the investment firm Coatue’s tech fund, which launched last May after receiving a $1 billion cash infusion from Jeff Bezos and Dell chief executive Michael Dell. Sweeney notably attended Bezos’ wedding to Lauren Sánchez in Venice last June.
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The Hollywood sign stunt caught attention online, with many wondering if the actress had permission to scale the landmark. According to the Los Angeles Times, Sweeney’s team had reportedly obtained a permit to film the sign from Los Angeles’ official non-profit film office FilmLA, but did not receive additional clearance to film it from the Hollywood Chamber of Commerce, which owns and licenses the American landmark. The Chamber of Commerce said it is investigating the stunt and could elect to involve the police on charges of criminal trespass and vandalism.
Syrn isn’t Sweeney’s first fashion venture. The actress developed a swimwear collection with Frankies Bikinis in 2023, and her controversial American Eagle campaign last July — “Sydney Sweeney has great jeans” — fuelled a 16 percent stock rally, though many social media users accused the campaign of racist undertones.
Learn more:
American Eagle Is Sticking With Sydney Sweeney
The retailer plans to capitalise on the buzz around its Sydney Sweeney and Travis Kelce campaigns for the rest of the year. “This is a moment to take big swings,” said CMO Craig Brommers.
