Sydney Sweeney is expanding her career beyond acting with the launch of a new lingerie brand, SYRN, just days after drawing attention for being photographed near the Hollywood sign carrying bras. The actor confirmed that the brand is a personal project rooted in her own experiences with body image, comfort, and self-expression, though its debut has also reignited broader conversations about empowerment and how female celebrities choose to market themselves.
Sweeney announced the launch exclusively, revealing that SYRN (pronounced “sye-rin”) is designed to serve women with different body types and identities. According to the actor, the idea stemmed from her own frustration with ill-fitting lingerie at a young age.
“I was in the sixth grade with DDs. I hated the bra I had to wear,” Sweeney said in a statement. “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.”
A Brand Built Around Choice and Range
SYRN will offer lingerie in 44 sizes, ranging from 30B to 42DDD, with most items priced under $100. The collection is divided into four style categories that reflect different moods and preferences: Comfy, Playful, Romantic, and Seductress.
Sweeney said the brand is meant to reflect the idea that women are not confined to a single identity or aesthetic.
“I wanted to create a place where women can move between all the different versions of who we are,” she explained. “I love working on cars, I go water skiing, I’ll dress up for the red carpet then go home to snuggle my dogs. I’m not one thing, no woman is.”
The first SYRN release, focused on the Seductress category, is scheduled to drop Wednesday, January 28, at 9 a.m. PST, with early access available one hour earlier for those who sign up.
Empowerment Messaging Meets Public Scrutiny
While the brand launch has been framed around inclusivity and personal choice, some observers have viewed SYRN through the lens of Sweeney’s past controversies, particularly debates surrounding how her image has been used in marketing.
Previously, Sweeney drew backlash after promoting a novelty soap made with her bathwater, a move that sparked heated discussion online. Critics argued that the product reduced empowerment to commodification and reinforced a culture in which women’s bodies are marketed for shock value. Some commenters at the time claimed the stunt undermined feminist ideals by turning sexuality into a spectacle.
Others pushed back against that criticism, defending Sweeney’s actions as an exercise of autonomy and control over her own image, and arguing that empowerment can take many forms depending on personal choice.
A Familiar Celebrity Conversation
That divide has resurfaced with the debut of SYRN, as Sweeney positions the brand as a statement about freedom, versatility, and rejecting one-dimensional expectations. The juxtaposition between her empowerment-focused messaging and earlier public reactions highlights an ongoing cultural debate about where self-expression, branding, and feminism intersect in celebrity culture.
As SYRN prepares to enter the market, the brand’s reception may reflect not just interest in its designs, but also continued scrutiny of how empowerment is defined, marketed, and received when it comes from one of Hollywood’s most talked-about stars.
