Sydney Sweeney wowed fans in a plunging lace bra in a new steamy video shared on Instagram to promote her lingerie line Syrn's new nude collection, featuring the Meet Me Halfway Plunge Bra.
New nude collection unveiled
The 29-year-old actress was seen sporting a nude bra that showed off her curves, matching it with nude shorts. She told fans in the video: "This is my new collection. I always felt like nude bras were kinda boring and so I wanted to make something super cute and playful and girly."
Fans were left swooning in the comments, with one writing: "Beautiful goddess." Another wrote: "So damn beautiful" alongside several fire emojis.
Backlash over sports betting ad
It comes after Sydney was hit with a huge backlash over her naked sports betting ad to promote Novig, which she is a part owner of. Several female athletes including Olympians have 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 to defend 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 brand success
Sydney launched her SYRN underwear brand back in January and has been promoting it with scorching lingerie pics. It's believed the company generated a whopping $18million [£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."
