Sydney Sweeney has unveiled a festive campaign for her Syrn underwear brand, recreating scenes from classic holiday films while modelling the new collection.
The 28-year-old actress posed in a plunging blue bra and used a razor to mimic the moment in Home Alone when Kevin McAlister, played by Macaulay Culkin, attempts to shave. In the advert, she pats aftershave on her face before slapping her cheeks and screaming at the burning sensation, mirroring the 1990 film.
Festive Film-Inspired Looks
Sweeney also acts out the scene where Kevin spots burglars trying to break into the house, petting a dog before rushing to the window. She is seen eating ice cream in front of a retro television, which she switches off as the Syrn logo flashes on screen.
Other looks in the campaign include red lingerie with a veil for a glamorous take on Tim Burton's Corpse Bride, and an outfit inspired by Cindy Lou Who from How the Grinch Stole Christmas.
Brand Launch and Growth
Syrn announced its holiday collection on October 27. The Syrn Instagram account captioned the video: "The Holiday Shop is officially open [heart emoji]."
Sweeney launched Syrn in January and has promoted it with lingerie images. The company reportedly generated $18 million in the first quarter of 2026.
Sweeney's Vision for Syrn
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."
Last month, she faced criticism over a sports betting advert for Novig, which she partly owns, with female athletes accusing her of sexualising women's sports. She responded by sharing photos of Serena Williams and Ronda Rousey, who have posed nude for campaigns.
