It seems that whatever actress Sydney Sweeney does, it will spark a lot of conversation. Recently, the star dropped a mysterious video on her social media, only to then launch her new lingerie brand, SYRN.
Earlier this week, the “Euphoria” star announced a new entrepreneurial journey with her own lingerie brand. The announcement came from a video Sydney posted on her Instagram, depicting her and a team of people climbing the Hollywood sign in Los Angeles. Whilst on the iconic landmark, Sydney and her team attach strings of bras across the front of the sign. The star captioned the video with the SYRN social media handle.
The next day, Sydney officially announced SYRN, dropping pictures of her modelling the brand’s debut collection. In her captions, the actress wrote, “The secret is finally out… say hello to SYRN 🤍 this is lingerie you wear for YOU, no explanation, no apology.” She also shared a teaser video in a separate post. According to reports, the brand will launch on 28th January 2026 (Wednesday) and offer 44 sizes, mostly priced under $100 (approximately RM392).
Fans and netizens have reacted to Sydney’s new brand with mixed responses. Many of her fans supported the move, noting that a lingerie brand is a perfect match for the voluptuous actress. Others also quipped that the star modelling her own brand would make for good marketing. However, netizens argued that the launch seemed ill-timed, given the social and political climate in the United States.
Meanwhile, the public is discussing the brand’s Hollywood sign promotional stunt. While some fans praised the video, others argued the legality of the whole ordeal. According to reports, Sydney and her team obtained permission from FilmLA to film at the landmark’s location. However, the Hollywood Chamber of Commerce, which owns the intellectual property rights of the sign, said she was never authorised to film.
Some reports also suggest that Sydney could face legal consequences for her video. Her team hasn’t responded to the allegations. However, it appears that the star isn’t letting the issue dampen the launch of her new brand. What are your thoughts on this?
Sources: Instagram (1)(2), EW, Los Angeles Times
