First, celebrities targeted clothing, then cosmetics, and now they're making significant moves into the intimate apparel sector. Rihanna, Kim Kardashian, and Heidi Klum have already established brands deeply connected to their personal allure, with Sydney Sweeney emerging as the latest high-profile entrant. The 28-year-old Euphoria actress has introduced her underwear line SYRN, pronounced 'siren', accompanied by a series of provocative promotional images that are certain to generate attention.
Expert Analysis of Celebrity Lingerie Ventures
However, branding and public relations specialist Chad Teixeira cautions that celebrity-fronted lingerie brands must navigate carefully between tasteful sophistication and tacky sensationalism. In an exclusive discussion with The Daily Mail, Mr Teixeira conducted a comprehensive assessment of the most discussed lingerie brands currently available, examining design elements, quality standards, and marketing strategies before delivering his definitive conclusions.
He has identified which A-list celebrities demonstrate refined taste and which product ranges fail to merit inclusion in a sophisticated lingerie collection. From Abbey Clancy's daring collaboration to Rosie Huntington-Whiteley's elegant partnership with a beloved British high-street retailer, here is an authoritative guide to navigating the intricate world of celebrity-endorsed intimate apparel.
Sydney Sweeney – SYRN
Sydney Sweeney's emerging SYRN brand relies almost entirely on sexualised marketing approaches, according to Mr Teixeira's analysis, which creates an impression of cheapness and tackiness rather than bold sensuality. The fabrics exhibit low-quality characteristics, the designs lack sophisticated refinement, and the overall presentation suggests fast-fashion fantasy rather than a credible lingerie label.
VERDICT: Tacky
Rosie Huntington-Whiteley – M&S Collection
Rosie Huntington-Whiteley's enduring collaboration with Marks & Spencer represents classy elegance with practical yet attractive lingerie sets. Clearly developed by someone with genuine understanding of women's bodies and purchasing preferences, this partnership has proven remarkably successful for the model. The designs demonstrate restraint, polished execution, and intentional wearability, proving that shock value isn't necessary to achieve sensuality.
VERDICT: Classy
Kim Kardashian – Skims
SKIMS represents Kim Kardashian's innovative creation, launched in 2019 with a minimalist, streamlined aesthetic. Mr Teixeira notes the brand's relentless focus on fit and functionality explains its success. Rather than emphasising overt sexuality like Sydney Sweeney's approach, Kim has chosen simplicity and purpose, creating products that deliver without pandering, over-sexualising, or artificial pretension.
VERDICT: Classy
Rihanna – Savage x Fenty
Rihanna's underwear brand, established in 2018, has fundamentally transformed lingerie discussions by prioritising confidence, inclusivity, and personal ownership rather than external approval. Mr Teixeira observes that while the presentation may be bold and expressive, the underlying intention remains deliberate and controlled, representing sexuality defined on Rihanna's own terms rather than diluted for comfort or trend-following.
VERDICT: Classy
Heidi Klum – Heidi Klum Intimissimi
In stark contrast to Rihanna's innovative brand, supermodel Heidi Klum's collaboration with Intimissimi presents a dated interpretation of lingerie that appears both boring and confused, according to Mr Teixeira's assessment. The designs seem trapped in a 2000s male-gaze perspective, offering minimal innovation or contemporary relevance, confusing obvious sex appeal with genuine desirability.
VERDICT: Tacky
Dita Von Teese – Dita Von Teese Lingerie
This brand represents a masterclass in vintage glamour, meticulously designed with clear vision and profound respect for craftsmanship. This is lingerie created with intelligence, intention, and discipline, where every detail demonstrates deliberate luxury and complete disinterest in transient trends or mass-market approval.
VERDICT: Classy
Helen Flanagan – Nikki Intimates Collection
Helen Flanagan's collaboration with Nikki Intimates depends heavily on overt sexualisation with limited evidence of design credibility or quality control. The styling appears forced and dated, relying on shock value and exposure rather than thoughtful construction or refined taste, explains Mr Teixeira.
VERDICT: Tacky
Abbey Clancy – Agent Provocateur Collection
Abbey Clancy's collection successfully balances provocation with polish, according to Chad's analysis, delivering lingerie that radiates confidence rather than desperation. While the Agent Provocateur brand identity provides substantial foundation, Abbey wears the collaboration convincingly and with appropriate restraint.
VERDICT: Classy
