Sydney Sweeneyis turning heads—again—but this time not just for her acting. The Euphoria and The Housemaid star has officially embarked on a bold new entrepreneurial chapter with the launch of her own lingerie brand, SYRN, and she's teasing fans with a series of jaw-dropping photos ahead of the full collection's debut tomorrow, January 28.
Sweeney took to social media and the brand's website with a sultry teaser video and striking campaign shots that fully embody the aesthetic and ethos of SYRN. In one teaser, she stands confidently before an ornate mirror in a lacy black set—complete with a garter belt and sheer gloves—scrawling "Coming 1/28. Xo, Syrn" in red lipstick, signaling both the release date and the collection's flirtatious tone.
"The secret is finally out… say hello to @syrn," Sweeney wrote in one Instagram post. "This is lingerie you wear for YOU, no explanation, no apology. SYRN is coming for you on 1.28. Sign up now for early access at SYRN.com. There's [so] much more I can't wait to show you."
View this post on InstagramThe imagery showcases the line's combination of classic allure and modern appeal, capturing looks that range from sexy lace to more playful, relaxed silhouettes. According to the brand, SYRN is built around four distinct style personas: Seductress, Romantic, Playful, and Comfy. Each is designed to reflect different facets of how women want to feel, from emboldened and empowered to chill and comfortable.
"I wanted to create a place where women can move between all the different versions of who we are," Sydney stated in a press release, obtained by Cosmopolitan. "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."
She also added that "designing for different bodies is a huge part of SYRN." To that end, the line will launch with 44 size offerings (from 30B to 42DDD), and most of SYRN's pieces will be priced under $100.
View this post on InstagramThe buzz around the launch has been amplified by Sweeney's unconventional promotion—including a controversial stunt in which she adorned the iconic Hollywood Sign with bras from her line—and the compelling teaser photos that have her millions of followers counting down the hours.
View this post on InstagramShop the collection tomorrow at 8 a.m. PT for early access and 9 a.m. PT for general access.
Related: Sydney Sweeney Climbs Hollywood Sign and Hangs Bras in Bold Stunt
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