Sydney Sweeney has unveiled a new holiday collection for her Syrn underwear brand, featuring lace lingerie and playful tributes to festive classics. The 28-year-old Euphoria star posed in a blue lace set with a snowy backdrop for the campaign.
Festive and Spooky Inspirations
Another image shows Sweeney relaxing with ice cream while watching TV, a nod to Kevin McAllister from Home Alone. She also recreated Cindy Lou Who from How the Grinch Stole Christmas, and gave a sultry twist to Tim Burton's Corpse Bride, wearing rose red lingerie, matching lipstick, and a white bridal veil.
The Syrn collection is set to be available from October 27.
Backlash and Brand Launch
The release follows criticism Sweeney faced over a sports betting ad for Novig, a company she co-owns. Several female athletes, including Olympians, accused her of sexualising women's sports. Instead of responding directly, she shared photos of sports figures like Serena Williams and Ronda Rousey who have posed nude for past campaigns.
Sweeney launched Syrn in January and has promoted it with lingerie photos. The company reportedly generated $18 million in the first quarter of 2026.
Design Philosophy
Explaining the brand's creation, she told Elle: "I wanted to create a world and a feeling. I wanted to build a lingerie brand that feels like it understands women instead of talking at them."
She added: "SYRN is about confidence without pressure, feeling sexy, powerful, soft, playful, or all of the above, depending on the day. As the sole founder, my vision was to create something that lives in real life and doesn’t hold anyone back."
Sweeney also emphasised comfort, saying: "Boobs and bodies are like fingerprints; everyone's are different, and I wanted to design for that."
