Actress Sydney Sweeney has officially launched her new lingerie line, Syrn, this Wednesday, marking her debut as a sole founder in the fashion industry. The 28-year-old Hollywood star, known for her roles in film and television, has spoken exclusively to Elle magazine about the inspiration behind her venture, aiming to create a brand that resonates deeply with women's everyday experiences.
A Vision for Real Women
In her interview, Sweeney expressed a desire to build a lingerie brand that truly understands women rather than merely dictating trends to them. "I wanted to create a world and a feeling," she told the magazine. "Syrn is about confidence without pressure, feeling sexy, powerful, soft, playful, or all of the above, depending on the day." She emphasised that her vision was to develop something that integrates seamlessly into real life, without imposing limitations on anyone.
Designing for Diversity
Sweeney has worked meticulously to ensure that the undergarments offer exceptional comfort, describing them as feeling like a second skin. She highlighted the importance of inclusivity in design, stating, "Boobs and bodies are like fingerprints; everyone's are different, and I wanted to design for that." Reflecting on her personal experiences, she shared in a press release, "I was in the 6th grade with DDs. I hated the bra I had to wear. 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."
Launch Collections and Future Plans
The inaugural collection, named Seductress, debuted on Wednesday, with most items priced under $100. Sweeney explained that this collection sets a bold and confident tone for the brand. "Seductress felt like the right opening chapter," she said. "It's bold, confident, and unapologetic. It's about owning your power and your desire on your own terms." Fans can anticipate three additional collections later this year: Comfy, Playful, and Romantic, each celebrating different facets of femininity.
Syrn offers an extensive range of 44 sizes, from 30B to 42DDD, catering to a wide spectrum of body types. The brand's promotional imagery, shot by renowned Vogue photographer Ellen Von Unwerth, features Sweeney in sophisticated settings, such as a fancy hotel room, with her blonde hair styled in soft waves and makeup enhancing a night-on-the-town aesthetic.
Expressing Multifaceted Identity
Sweeney further elaborated on her philosophy, 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." She views lingerie as a fun and empowering form of self-expression, allowing women to feel both feminine and powerful, with the choice to keep that experience entirely personal if desired.
Hollywood Sign Stunt Sparks Legal Concerns
However, the launch has been accompanied by controversy. Sweeney and her team reportedly executed a promotional stunt at the iconic Hollywood sign, hanging bras from the landmark as part of a photoshoot. Although they allegedly had a filming permit from FilmLA, they may face legal repercussions for their actions.
The Hollywood Chamber of Commerce, which owns the intellectual property rights to the Hollywood Sign's image, has stated that they did not authorise the production. Steve Nissen, the Chamber's president and CEO, confirmed in a statement, "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." He emphasised that commercial use of the sign requires a license or permission, which was not sought or granted in this instance.
Potential Legal Consequences
According to reports, the team may have trespassed on a restricted area and physically altered the sign, which could lead to misdemeanour charges. Such offences might result in fines of up to $1,000 or imprisonment for up to six months. The Chamber is currently investigating the incident and has not yet filed reports for trespassing or vandalism, but they have sent a letter to the production company involved, warning against unauthorised commercial use of the images captured.
Despite the legal scrutiny, Sweeney continues to promote Syrn through social media, sharing teasers and behind-the-scenes glimpses on Instagram. As the brand moves forward, it aims to champion inclusivity and self-expression, even as it navigates the fallout from its dramatic launch campaign.
