Sydney Sweeney stunned fans on Tuesday when she announced the launch of her new lingerie brand, Syrn, with a series of sultry snaps that saw her modeling the upcoming pieces. The 28-year-old shared insight into the first four pieces from the collection, named Seductress, Romantic, Playful and Comfy, with photos of her on different sets wearing the lacy lingerie.
"The secret is finally out…say hello to @syrn," she wrote in the caption. "This is lingerie you wear for YOU, no explanation, no apology…there's so much more I can't wait to show you. Xoxo, Syd."
In the first shot, Sydney stood in the aisle of a theater in a white lacy bra paired with garters, thigh-high stockings and white gloves. In the next photo, she was in a rose garden collecting flowers for her basket, clad in a high-necked lingerie top with matching socks and garters.
In another picture, the Euphoria actress sported a cropped red tee with the words "Marry Me Fly Free" printed on the chest. Under the crop, she wore a white bra, and paired it with red athletic shorts and white briefs.
The final shot saw Sydney in a simple white tank top and matching underwear, wearing a natural makeup look. In a press release, the blonde beauty opened up about what inspired her to create the lingerie brand.
"I was in the sixth grade with DDs. I hated the bra I had to wear. 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," she shared.
© Getty Images"I wanted to create a place where women can move between all the different versions of who we are. I love working on cars, I go waterskiing, I'll dress up for the red carpet, then go home to snuggle my dogs. I'm not one thing, no woman is."
See more of Sydney's past looks below...
"Lingerie is such a fun way to express yourself," she continued. "You get to feel feminine, and you get to feel powerful. You get to keep it all for yourself, if you want." She further explained this idea to Elle, revealing that she wanted women to feel free while wearing Syrn. "I wanted to create a world and a feeling," Sydney said.
"I wanted to build a lingerie brand that feels like it understands women instead of talking at them. Syrn is about confidence without pressure, feeling sexy, powerful, soft, playful, or all of the above, depending on the day. As the sole founder, my vision was to create something that lives in real life and doesn't hold anyone back."
© @sydneysweeneyThe Housemaid star's launch comes just a day after she filmed herself and her friends throwing a string of bras over the famous Hollywood sign in an effort to promote her lingerie brand. The move has landed her in hot water with the Hollywood Chamber of Commerce, which owns the landmark.
© Variety via Getty ImagesSydney's prank "was not authorized by the Hollywood Chamber of Commerce nor did we have prior knowledge of it," said CEO Steve Nissen in a statement. He added that the company "owns the intellectual property rights to the image" of the Hollywood sign, and people must "obtain a license or permission from the Hollywood Chamber" to photograph or film it for monetary purposes.
"The Hollywood Chamber of Commerce did not grant a license or permission of any kind to the production involving Sydney Sweeney."
10 more scandalous Sydney Sweeney outfits...
© Getty ImagesCrystal bodice (March 2022)
Glittering into the night, Sydney wears a crystal-net bodice with a lilac silk skirt to the 2022 Vanity Fair Oscar Party.
© FilmMagic for HBOLatex sleeves (Sept 2022)
In a risque look, Sydney wears a twisted front-panel dress with latex sleeves to the HBO Post-Emmys Reception.
© FilmMagicBallet core (Nov 2022)
At the 11th annual LACMA Art + Film Gala, Sydney wears a Giambattista Valli Couture gown with a ballerina aesthetic.
© Mike Marsland/WireImageMetallic moment (Nov 2022)
At the GQ Men of the Year Awards, Sydney wears a futuristic metal bodice with a long black cut-out dress.
© Getty ImagesLeather night (Aug 2023)
To the Variety Power of Young Hollywood event, Sydney wears a black leather dress with a plunging neckline.
© Getty ImagesCrystal crazy (Dec 2023)
Sparkling the night away, Sydney wears a crystal-adorned gown to the Anyone But You New York premiere.
© Variety via Getty ImagesFierce in red (Feb 2024)
Sydney wears a statement fiery red gown to the People’s Choice Awards.
© AFP via Getty ImagesOld Hollywood glam (March 2024)
At the Vanity Fair Oscars after-party in Los Angeles, Sydney wears a white Marc Bouwer gown previously worn by Angelina Jolie at the 2004 Oscars.
© Getty ImagesWhite mini (Oct 2025)
Sydney wears a one-shoulder white mini dress to the SCAD Savannah Film Festival.
© Variety via Getty ImagesSheer silver (Oct 2025)
Sydney wears a shimmering chainmail Christian Cowan dress with long sleeves and diamond earrings at Variety’s Power of Women event.
