Hollywood star Sydney Sweeney has ignited fresh buzz around her burgeoning fashion venture this week, releasing a captivating new campaign for her SYRN lingerie label that blends vintage glamour with contemporary sensuality. The 28-year-old actress, a two-time Emmy nominee, appears in a series of striking visuals that showcase the brand's 'Romantic' collection, posing amidst rose gardens, manicured hedges, and pastel dreamscapes that evoke a playful yet provocative aesthetic.
Visual Spectacle and Brand Philosophy
In the newly unveiled photographs, Sweeney models an array of delicate lace bodysuits, garter belts, and stockings, often accessorised with props like baskets of red roses or oversized garden shears. Her styling complements the vintage theme perfectly, with soft blonde waves, classic black eyeliner, and muted mauve lipstick creating a polished, Old Hollywood-inspired finish. The campaign represents more than just marketing imagery—it embodies the brand's core philosophy that Sweeney has passionately articulated in recent interviews.
'I wanted to build a lingerie brand that feels like it understands women instead of talking at them,' Sweeney revealed to Elle magazine. 'SYRN is about confidence without pressure—feeling sexy, powerful, soft, playful, or all of the above, depending on the day.' This woman-centric approach extends to the brand's practical foundations, with Sweeney drawing from personal experiences with ill-fitting bras since her youth to prioritise both comfort and aesthetics in the designs.
Strategic Expansion Beyond Lingerie
The eye-catching campaign arrives alongside significant business developments that suggest Sweeney's ambitions extend well beyond intimate apparel. According to industry publication WWD, a trademark application filed with the U.S. Patent and Trademark Office on January 16 indicates potential plans to enter the skincare and cosmetics market under the SYRN name. Trademark attorney Josh Gerben highlighted the filing, which specifically covers skincare products, beauty care preparations, and cosmetics.
This application is categorised as 'intent-to-use,' meaning products could currently be in development or the brand is securing legal protection for future expansion. While no specific product names or formulations were detailed in the filing, this strategic move positions SYRN to potentially compete in the lucrative beauty sector, following the path of other celebrity brands that have successfully diversified.
Brand Foundation and Market Positioning
Sweeney officially launched SYRN just last week, positioning it as a direct competitor to established powerhouse brands like Kim Kardashian's Skims and Rihanna's Savage X Fenty. The line offers an impressive 44 sizes, ranging from 30B to 42DDD, organised into four distinct 'modes': Comfy, Playful, Romantic, and Seductress. Most items in the collection are priced under $100, enhancing accessibility while maintaining quality.
'My designers are all women, and I have an amazing diverse team. My models are a beautiful range of body types,' Sweeney explained to Cosmopolitan, emphasising the brand's commitment to inclusivity. '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.' This ethos reflects her belief that 'boobs and bodies are like fingerprints; everyone's are different,' and her designs aim to celebrate this diversity.
Future Collections and Recent Controversy
Looking ahead, Sweeney has confirmed that three additional collections—Comfy, Playful, and Romantic—will roll out later this year following the debut Seductress launch. 'Seductress felt like the right opening chapter,' she explained. 'It's bold, confident and unapologetic. It's about owning your power and your desire on your own terms.'
The lingerie rollout follows a whirlwind week for the actress, who recently made headlines after a promotional stunt involving bras hung on the Hollywood Sign sparked backlash and possible legal investigation. While Sweeney's team reportedly had a filming permit from FilmLA, officials later confirmed they did not authorise climbing or altering the landmark, highlighting the challenges of high-profile marketing campaigns in regulated spaces.
