Digital Phablet – Sydney Sweeney Amazes Fans with Daring SYRN Lingerie Launch
It’s no shock that Sydney Sweeney’s lingerie brand debut has already sparked numerous viral moments. She’s consistently in the spotlight, whether it’s for a controversial jeans campaign or the latest whispers about her relationship with Scooter Braun. First, there was the Hollywood sign incident, and now a new film is encouraging fans to “do what makes you naked.” Let’s dig deeper into that.
After facing criticism over her swimwear choice in Anyone But You, the actress from The Housemaid put her focus into creating exceptional lingerie. She has launched her own company called SYRN, pronounced “siren,” not “cern.” In a recent commercial, Sydney is seen lying in bed, arching her back from a chair, and gradually shedding layers of “comfortable” underwear. You can watch the video on Instagram:
In the clip, Sydney Sweeney slowly removes pieces of clothing to reveal more lingerie underneath, set against the ticking of a clock—an intriguing mix of urgency and allure. Using the provocative slogan “Do What Makes You Naked,” the ad cleverly plays with the idea of empowerment without actual nudity. Perhaps its cunning lies in the visual contrast, with Sweeney gradually revealing herself while a clock emphasizes time slipping away.
Regardless, I have no issues with the campaign. I’m confident that when SYRN introduces its “comfy collection” of underwear on March 4, it will sell out within hours, just like her first collection.
Sweeney has also gone all out promoting her new line. She posted a video of her stunt involving the Hollywood sign, where she, a few friends, and a dog decorated the iconic structure with what looked like hundreds of hooked-together SYRN bras. The stunt was undeniably successful, although it did cause some trouble behind the scenes.
However, controversy arose as Jeff Zarrinnam, head of the Hollywood Sign Trust, revealed that while her team had permission to shoot in Griffith Park, they lacked authorization to use the sign for commercial filming. He also cast doubt on the video’s authenticity, suspecting that CGI might have been used—particularly in the shot where the entire Hollywood sign appears covered in lingerie.
Sydney Sweeney has certainly achieved her goal of grabbing attention with her marketing efforts, though what’s happening behind the scenes remains uncertain, and there’s no indication she will face any charges.
Another Instagram post shows a different side of her promotional hustle, with her paired with more unmissable visuals and a caption: “A post shared by SYRN by Sydney Sweeney.” These campaign efforts demonstrate her commitment to her brand amid her busy acting schedule.
This year, Sweeney saw five movies released—Christy, Echo Valley, Eden, Americana, and critically, The Housemaid, which broke box office records. She’s not stopping there; she’s returning for the highly anticipated third season of Euphoria on April 12, and rumors suggest she will appear in The Devil Wears Prada 2, arriving in theaters on May 1. Fans will no doubt be keeping a close eye on all her SYRN ventures while waiting for her next acting projects.
