Sydney Sweeney has returned to Instagram with a fresh set of sultry photos promoting her lingerie line Syrn, posing in the new Syrn Smooth Cup Demi bra and matching pink knickers.
The 29-year-old Hollywood star, known for The Housemaid, leaned back on a sink and shot a seductive glare at the camera in a glam bathroom shoot. Another image was a cheeky mirror selfie taken by the actress herself with the flash on.
Fans react to latest lingerie snaps
Fans were left swooning in the comments, with one writing: "Sydney is amazing!!! My goddess." Another said: "She is soooo stunning."
The new posts come shortly after Sydney faced significant backlash over her naked sports betting advertisement for Novig. In the advert, she posed nude on top of a basketball hoop, covering her private parts with sports balls.
Backlash over sports betting ad
Several female athletes, including Olympians, criticised the star, accusing her of sexualising women's sports. Rather than directly responding to the criticism, she shared photos of sports legends like Serena Williams and Ronda Rousey who have posed nude for campaigns over the years.
Boxer Ebanie Bridges came out in defence of Sydney. She said: "Don't hate on @sydney_sweeney for getting paid to be part of a marketing campaign that everyone knew would sell, get attention and get people talking. You all talked about it… so clearly it worked."
She added: "She isn't an athlete. She isn't competing against women. Everyone knows it's an advert, so I really don't see her as somehow 'representing' women's sport. Not to mention the ad is promoting gambling not promoting sport."
Syrn launch and brand vision
Sydney launched her Syrn underwear brand in January and has been promoting it with a series of lingerie photos. It is believed the company generated $18 million (£13.41) in the first quarter of 2026.
Discussing why she created the company, 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."
Sydney said she wanted to make her underwear products feel as comfortable as possible. She added: "Boobs and bodies are like fingerprints; everyone's are different, and I wanted to design for that."
