Hollywood star Sydney Sweeney has unveiled a fresh collection of alluring lingerie images from her new Syrn brand, captured by renowned Vogue photographer Ellen Von Unwerth. The striking photographs, released on Tuesday afternoon, showcase the 28-year-old actress in a sophisticated hotel room setting, wearing a lacy black bra with matching garter belt and thigh-high stockings from her debut collection.
Stylish Presentation and Personal Mission
The Eden actress styled her blonde hair in soft waves for the photoshoot, complementing the look with black eyeliner and mauve lipstick to create an elegant evening aesthetic. In a press release accompanying the launch, Sweeney shared her personal motivation behind creating the Syrn line, revealing her childhood struggles with finding properly fitting bras.
'I was in the 6th grade with DDs. I hated the bra I had to wear,' Sweeney explained. '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.'
Inclusive Sizing and Brand Philosophy
The Syrn collection offers an impressive 44 different sizes, ranging from 30B to 42DDD, with most styles priced under $100. Sweeney elaborated on her vision for the brand, stating: 'I wanted to create a place where women can move between all the different versions of who we are. I love working on cars, I go waterskiing, I'll dress up for the red carpet then go home to snuggle my dogs. I'm not one thing, no woman is.'
The actress further emphasised the empowering nature of lingerie, adding: 'Lingerie is such a fun way to express yourself. You get to feel feminine, and you get to feel powerful. You get to keep it all for yourself, if you want.'
Social Media Tease and Collection Details
On Instagram, Sweeney shared promotional messages about 'The Seductress' line, writing: 'Consider this your official tease ;) First looks at The Seductress line-up dropping tomorrow.' Another post announced: 'All About The Assets ✨ Our debut drop from the world of the Seductress shot by the incredible @ellenvonunwerth. Shop the collection tomorrow @ 8 AM PT for early access and 9 AM PT for general access.'
Earlier on Tuesday, additional images surfaced showing the actress in off-white lace lingerie from the same collection, further building anticipation for the launch.
Hollywood Sign Controversy
The lingerie promotion has been overshadowed by potential legal complications following a publicity stunt at the iconic Hollywood Sign. Sweeney and her team reportedly scaled an eight-foot fence and climbed the hill to access the restricted area around the 45-foot landmark, where they hung bras from her Syrn brand across the famous letters.
Legal Implications and Official Response
Although the production team allegedly obtained a filming permit from FilmLA, they may not have had proper authorisation to physically access or alter the sign. The Hollywood Chamber of Commerce, which owns the intellectual property rights to the Hollywood Sign's image, has confirmed they did not grant permission for the shoot.
Steve Nissen, President and CEO of the Hollywood Chamber of Commerce, stated: 'The production involving Sydney Sweeney and the Hollywood Sign was not authorised by the Hollywood Chamber of Commerce nor did we have prior knowledge of it. The Hollywood Chamber of Commerce owns the intellectual property rights to the image of the Hollywood Sign, so that anyone intending to use and/or access the Hollywood Sign for commercial purposes must obtain a license or permission.'
Potential Consequences
Trespassing on the Hollywood Sign site can result in misdemeanour charges, carrying potential penalties of up to $1,000 in fines or six months imprisonment. The Chamber has sent a formal letter to the production company involved, asserting their intellectual property rights and noting that no permission was sought or granted for commercial use of the sign's image.
Nissen added: 'We are still investigating how and under what authority (if any) the production accessed the site.' The Chamber has yet to file official reports for trespassing or vandalism but continues to examine the incident.
This development adds a layer of complexity to what was intended as a straightforward product launch, blending fashion promotion with potential legal ramifications in the entertainment capital.
