Sydney Sweeney's SYRN Lingerie Brand Expands After Viral Marketing Success
Actress Sydney Sweeney has been actively promoting her new SYRN lingerie line, which made its debut last month to immediate commercial success. The former child star, best known for her role in Euphoria, has captured attention with daring marketing moves that highlight the brand's playful and confident ethos.
Daring Commercial Campaign
On Thursday, Sweeney was featured in a bold new commercial shared across social media platforms. In the advertisement, which carried a subtle Valentine's Day theme, the blonde actress was seen inside a convenience store wearing a scarlet red crop top emblazoned with the phrase 'Marry Me Fly Free'. She dramatically removed the top to reveal a stylish white bra featuring wide straps and an elegant twist design at the centre.
The commercial continued with Sweeney slipping off matching red running shorts to showcase white boxer shorts underneath. Throughout the scene, her hair was styled in soft beach waves, complemented by a gold necklace spelling out 'SYD' in capital letters. The caption accompanying the Instagram post invited followers to 'Meet us at the corner store for a midnight snack', announcing the launch of the first playful collection on Tuesday, February 17.
Rapid Brand Growth and Expansion
SYRN launched in late January 2026 with its initial Seductress collection selling out completely within hours due to overwhelming demand. The brand has since announced restocks and is now strategically expanding into the beauty sector. Recent trademark filings with the US Patent and Trademark Office indicate plans for future skincare and cosmetic products under the SYRN name.
Trademark attorney Josh Gerben highlighted an intent-to-use filing from January 16 that covers skincare products, beauty care preparations, and cosmetics. While specific product details remain undisclosed, this move signals Sweeney's ambition to compete with established brands like Kim Kardashian's Skims and Rihanna's Savage x Fenty.
Unconventional Marketing Approach
The brand's rapid ascent has been significantly propelled by innovative and unconventional marketing strategies. One particularly memorable stunt involved placing lingerie on the iconic Hollywood Sign, which quickly went viral across social media platforms. SYRN positions itself as lingerie designed for personal confidence rather than concealment, with sizing placed at the forefront of its philosophy.
Sweeney explained her vision to Cosmopolitan magazine, stating: 'My designers are all women, and I have an amazing diverse team. My models are a beautiful range of body types. I'm always like: 'I want to see it on every body.' I can't be the only model. I need to make sure everyone feels really good in it.'
Brand Philosophy and Product Range
The actress founded SYRN with the specific goal of creating lingerie that fits well across a diverse spectrum of body types. She told Elle magazine: 'I wanted to build a lingerie brand that feels like it understands women instead of talking at them. Syrn is about confidence without pressure, feeling sexy, powerful, soft, playful, or all of the above, depending on the day.'
The brand's collection is organized into four distinct modes:
- Comfy
- Playful
- Romantic
- Seductress
With an impressive offering of 44 different sizes and most items priced under $100, SYRN emphasizes comfort and wearability. Sweeney elaborated on this approach, noting: 'Boobs and bodies are like fingerprints; everyone's are different, and I wanted to design for that.'
As the sole founder, Sweeney remains deeply involved in ensuring the brand stays true to its mission of creating lingerie that women wear for themselves without apology. The 28-year-old actress continues to balance her acting career with entrepreneurial ambitions, demonstrating that her creative vision extends far beyond the screen.
