Sydney Sweeney is officially stepping into the lingerie business — and she’s doing it her way. The 28-year-old actress shared the first preview of her upcoming intimates brand, Syrn, offering fans a seductive glimpse of the designs in a video that immediately caught attention.
In the teaser, Sweeney appears wearing pieces from the collection herself, leaning fully into the sensual, confident image she’s become known for in recent years. The reveal marked her most personal fashion move to date, positioning the brand as an extension of her on-screen and public persona.
But the launch hasn’t come without backlash. Just days before unveiling Syrn, Sweeney was filmed climbing the iconic Hollywood sign and hanging bras from its massive letters — a bold guerrilla marketing move that quickly sparked controversy.
According to sources, while Sweeney reportedly secured a permit to film near the landmark, she did not have authorization to touch or climb the sign itself. That detail could potentially expose her to legal trouble, including accusations of trespassing or vandalism.
Behind the scenes, the project has been in development for roughly a year. Sweeney partnered with investors including Jeff Bezos and Michael Dell.
The business connection has fueled fresh speculation about Sweeney’s inner circle. In June 2025, she attended the lavish Venice wedding of Bezos and Lauren Sánchez, prompting curiosity about how closely their worlds intersect.
Syrn is only the latest chapter in Sweeney’s expanding portfolio. In 2020, she launched her own production company, Fifty-Fifty Films, signaling early on that she intended to build more than just an acting career.
Since then, the company has co-produced major commercial successes. The momentum has positioned Sweeney not just as a screen presence, but as a serious business force.
Whether Syrn’s debut is remembered more for its designs or its headline-grabbing marketing remains to be seen. What’s certain is that Sweeney isn’t playing it safe — and she clearly has no intention of fading quietly into the background.
