US EditionSydney Sweeney Matches Lace Thong, Bra, and Garter Belt to Her Fuzzy Outerwear
- On Monday, Sydney Sweeney and her team scaled the Hollywood Sign on Mt. Lee, Santa Monica Mountains, draping bras across the letters to promote Syrn.
- Syrn's launch emphasizes four style personas—Seductress, Romantic, Playful and Comfy—using an 'art of the tease' approach backed by reported backer Jeff Bezos, with Sweeney saying it's to let women move between versions of themselves.
- Celebrity photographer Ellen von Unwerth shot the Seductress campaign, while Frances O’Sullivan and Jess Wasson handled Romantic and Comfy shoots; Sweeney promoted the visuals on Instagram with cheeky product names matching the branding tone.
- The Hollywood Chamber of Commerce said it owns trademark rights to the Hollywood Sign image, confirmed Sweeney’s stunt was not authorized, and noted her team was reportedly not allowed to climb Mt. Lee.
- The initial Syrn drop retails from $19 to $269, with bra sizes 30-38 A-DDD/F and underwear XXS to 3X, though some sizes were unavailable at launch.
22 Articles
22 Articles
Sydney Sweeney Matches Lace Thong, Bra, and Garter Belt to Her Fuzzy Outerwear
The actress just launched her lingerie brand Syrn.Sydney Sweeney in 2025. Getty ImagesThe GistSydney Sweeney just dropped her latest Syrn campaign photos.On Wednesday, in honor of her lingerie brand's launch, the actress revealed new imagery of herself modeling a sheer berry-colored set."Love at first Bite 🍷🍒♥️🌹," the caption of Syrn's Instagram post read.Sydney Sweeney parades through the streets of Los Angeles in lingerie for her latest Syr…
Kim Kardashian Returns Serve To Sydney Sweeney By Posting Some Lingerie Pics Of Her Own (And Also Admits She Hasn't Been To A Grocery Store In 6 Years)
Nice try Sydney Sweeney, but Superstar Kim K didn't hear no damn bell! And even though she's nearly 20 years older than Syd, Kim is still standing firmly in the pocket and delivering DOTS all across t...
Sydney Sweeney's "Fantasy Lace" Bodysuit Had A Massive Boob Cutout
Dia Dipasupil/Getty Images Entertainment/Getty ImagesSydney Sweeney is many things. She’s an actor, fashion muse, and newly minted CEO of lingerie label SYRN. To star in her brand’s campaign photos, however, she embodied another role: that of a seductress.Sydney’s Merlot Lingerie The Euphoria actor took the style world by storm when she announced SYRN (pronounced “sy-ren”) a day before its official launch on Wednesday, Jan. 28. On the website, i…
The actress climbed the famous landmark at night to promote her new Lingerie line, but the spectacular action could have consequences.
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