Sydney Sweeney’s Syrn: Is It Empowerment or Just Another Lingerie Line?

Los Angeles, CA – January 28, 2026 – Sydney Sweeney, the actress known for her roles in “Euphoria” and “Anyone But You,” has officially launched Syrn, her direct-to-consumer lingerie brand. The launch, backed by significant investment including funding from Jeff Bezos and Dell CEO Michael Dell, marks Sweeney’s latest venture into the business world and a deliberate attempt to redefine her public image.

Syrn, pronounced “siren,” offers a range of lingerie styles across four distinct “worlds”: Comfy, Playful, Romantic, and Seductress. The initial drop focuses on the Seductress collection, with the remaining lines slated for release in the coming months. The brand boasts inclusive sizing, ranging from 30B to 42DDD, a detail highlighted as a core principle of the company’s ethos.

The launch is more than just a foray into the fashion industry, according to industry observers. It represents a strategic power move by Sweeney, allowing her to exert greater control over her brand narrative and capitalize on the attention she has garnered since her breakthrough role in 2019. This follows a 2025 collaboration with Dr. Squatch, where a “Bathwater Bliss” soap, purportedly made with her bathwater, sold out rapidly and appeared on the reseller market at inflated prices.

However, Sweeney’s public profile has not been without controversy. She has faced criticism and accusations, including claims of promoting eugenics following an American Eagle advertisement featuring her, and has been labeled “MAGA Barbie” due to her political affiliations and attendance at a gathering organized by Scooter Braun with former Israeli hostages. Sweeney addressed these criticisms in a recent interview with Cosmopolitan, stating she prefers to focus on her art and does not wish to engage in political discourse.

The marketing campaign for Syrn has been notable, including a highly publicized display where bras from the line were used to adorn the iconic Hollywood sign. This bold move, while generating significant attention, also drew scrutiny, mirroring the controversial nature of some of Sweeney’s previous ventures.

Syrn’s emphasis on inclusivity and personal empowerment echoes a broader shift within the lingerie industry. The brand aims to move away from the traditionally male-focused aesthetic popularized by Victoria’s Secret, instead positioning itself as “lingerie you wear for you; no audience required, although welcome if you want it.” This approach aligns with the strategies adopted by brands like Aerie and Savage x Fenty, which have found success by prioritizing comfort, body positivity, and diverse representation.

Rihanna’s Savage x Fenty, launched in 2018, is often cited as a key influence in this shift. Rihanna explicitly advocated for women wearing lingerie for themselves, challenging conventional beauty standards and embracing a wider range of body types and identities. Sweeney appears to be following a similar playbook, though with a distinct focus on presenting a multifaceted image of femininity.

However, analysts note a key difference between Sweeney’s approach and that of Rihanna. While Savage x Fenty actively championed diversity in its advertising campaigns, Syrn’s marketing materials largely feature Sweeney herself, raising questions about the brand’s commitment to inclusivity beyond its sizing options. This focus on the actress, coupled with her controversial public image, may limit the brand’s appeal to a broader audience.

The aesthetic of Syrn’s marketing campaigns has also drawn comparisons to the work of photographer Terry Richardson, known for his often provocative and controversial imagery. This stylistic choice has sparked debate, with some critics questioning whether it undermines the brand’s stated commitment to female empowerment. The campaign imagery features Sweeney in poses that some observers describe as reminiscent of a 1950s aesthetic, further complicating the brand’s message.

Despite these challenges, Syrn has experienced initial success, with many styles from the first two drops selling out quickly. This suggests a strong demand for the brand, driven in part by Sweeney’s considerable fanbase and the novelty of a celebrity-backed lingerie line with a focus on inclusivity. However, the long-term viability of Syrn remains to be seen, particularly in a crowded market with established players like Victoria’s Secret, Skims, and Savage x Fenty.

The launch of Syrn reflects a broader trend of celebrities entering the fashion industry, leveraging their influence and brand recognition to create new businesses. Sweeney’s venture, however, is notable for its ambitious scope and its attempt to address complex issues of female empowerment and body image. Whether Syrn can successfully navigate these challenges and establish itself as a lasting force in the lingerie market remains an open question.