US EditionSydney Sweeney Launches a Lingerie Brand With Bezos Backing—and a Hollywood Scandal
Sydney Sweeney's Syrn lingerie line debuts with a Hollywood sign stunt amid mixed reactions, following a year marked by high-profile ad controversies, TMZ reported.
- On Jan. 28, Sydney Sweeney, 'Euphoria' actress and founder, unveiled Syrn, her new lingerie company, with the debut line dropping at noon ET.
- Less than a year after the American Eagle controversy, Sydney Sweeney, 'Euphoria' actress, is doubling down on her status as a commercial campaign staple.
- TMZ first reported footage of Sydney Sweeney recently climbing the Hollywood sign, California, while the Hollywood Chamber of Commerce said the production `was not authorized & nor did we have prior knowledge of it.`
- The collection focuses on underwear, with Syrn emphasizing designing for different bodies and drawing its name from a Greek mythological term.
- Arriving at the end of a buzzy year for Sweeney, the lingerie drop follows her staying booked with 2025 film roles, keeping fans and retail audiences engaged amid branding debates.
34 Articles
34 Articles
Is Sydney Sweeney Going To Jail? Actress Is 'Done Impressing Lefty Stars' After 'Radioactive' Bra Stunt
Euphoria star Sydney Sweeney has pushed her public image into far riskier territory after a late-night stunt at the Hollywood Sign triggered a formal investigation and fresh culture-war backlash.The 28-year-old actress on 22 January 2026 scaled the 45-foot landmark to promote her new lingerie brand, SYRN, draping bras across the iconic letters in footage that quickly went viral.While the move delivered instant global attention to her Jeff Bezos-…
Sydney Sweeney Faces Legal Trouble After Covering "Hollywood" Sign In Lingerie To Promote New Brand - The American Tribune.com
Actress and model Sydney Sweeney, the bombshell beauty of her generation, once again made headlines when she and her team draped lingerie from her new brand, SYRN, on the famous “HOLLYWOOD” sign in the hills outside Los Angeles without having first obtained a proper permit for doing so. As a reminder, Sweeney has become something of a hearthrob not only for America generally but for the online right, as she refused to apologize for her “Sydney S…
Sydney Sweeney Shares Which Syrn Piece Is Her Favorite While Rocking Lingerie
Sydney Sweeney is the queen of lingerie. Sweeney, 28, shared her favorite pieces from the sizzling new collection she launched on Tuesday, January 27. The Euphoria actress rocked an itty-bitty bra in a clip she shared via her Instagram Story, and couldn’t help but beam while talking about the “exciting” release of her intimate brand, Syrn. “Guys, this is very exciting,” she gushed. “I have the first-ever Syrn box.” Relive Sydney Sweeney’s Dramat…
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