Sydney Sweeney new lingerie line Syrn launched on Wednesday.
To mark the occasion, the 28-year-old actress shared her motivations in an interview with Elle magazine.
Sweeney explained to the magazine that she aimed to create a brand that truly connects with women. She didn’t want a lingerie company that simply tells women what they want, but one that genuinely understands them and creates a specific atmosphere and emotional connection.
Okay, so for me, Syrn is all about just feeling yourself, you know? It’s not about trying to be anything you’re not, it’s about embracing whatever mood you’re in. Some days I want to feel super confident and powerful, other days I want to be soft and playful, and honestly? It’s about being able to feel all of those things, and not feeling like I have to pick just one. It’s just… freedom, honestly, and feeling good in your own skin.
I started this project alone with a simple goal: to build something practical and empowering for everyone.
Sweeney dedicated herself to creating undergarments that felt incredibly comfortable, like a natural extension of the body. ‘Every body is unique, just like a fingerprint,’ she explained, ‘and I wanted my designs to reflect that individuality.’
Most items under $100.
Following the release of the first collection, Seductress, on Wednesday, three additional collections are planned for release later this year.
Fans can look forward to the collections named Comfy, Playful and Romantic in the coming months.
I felt ‘Seductress’ was a strong way to begin the story,” Sweeney said. “It’s assertive, self-assured, and doesn’t apologize for anything. It’s about taking control of your own strength and what you want.
From the very beginning, Syrn aimed to be a brand that embraces all aspects of femininity. It’s designed to make you feel confident and comfortable, not to impress others. The ‘Seductress’ collection captures that feeling of truly owning your power and stepping into your own skin.
Syrn offers 44 sizes, ranging from 30B to 42DDD.
The latest photos from her Syrn collection are stunning. The popular actress styled her blonde hair in loose waves, paired with black eyeliner and mauve lipstick, creating a glamorous look as if she were heading out for the evening from her luxurious hotel room.
The startling images were from famed Vogue magazine photographer Ellen Von Unwerth.
Sweeney shared that her inspiration came from a personal experience. She remembered being uncomfortable with bras in middle school, and how excited she was when she finally found one that fit well and she loved. That feeling of confidence and comfort is central to her brand, Syrn, which focuses on creating bras for a diverse range of body types.
The actress explained that she wanted to build a space celebrating the many sides of women. She shared how she enjoys a wide range of activities – from working on cars and waterskiing to attending glamorous events and relaxing at home with her dogs – emphasizing that no woman can be defined by a single label or interest.
She explained that lingerie is a great way to express who you are. It can make you feel both feminine and strong, and it’s something personal you can enjoy just for yourself.
Instagram messages were also shared.
The artist announced on Instagram that she’ll be revealing the first details about her new ‘Seductress’ collection tomorrow, playfully hinting at a sneak peek.
We’re excited to announce our first collection, ‘All About The Assets,’ featuring photos by Ellen von Unwerth! You can shop the collection tomorrow starting at 8 AM Pacific Time for early access, and 9 AM Pacific Time for everyone else.
Earlier on Tuesday the actress was seen in off-white lace lingerie from the same line.
This comes just after new she could face criminal charges after hanging bras on the Hollywood sign.
The actress and her crew secretly carried lingerie from her new brand, SYRN, up to the famous Hollywood Sign. They had to climb an eight-foot fence and hike up the hill to get there.
They shared a video on Instagram showing them hanging bras on the Hollywood sign, posing for pictures, and then taking the lingerie down. Some reports claim a few bras were left behind on the hillside.
Even though the group had a permit to film, they might still face legal consequences for what they did.
You now need permission to access the Hollywood sign. The Hollywood Chamber of Commerce, which owns the rights to its image, has announced that a license or permit is required, and the Hollywood Sign Trust manages access.
Steve Nissen, president and CEO of the Hollywood Chamber of Commerce, stated to ABC News that the photoshoot with Sydney Sweeney at the Hollywood Sign was done without their permission or knowledge. They were not involved in the production.
The Hollywood Chamber of Commerce legally owns the rights to the Hollywood Sign’s image. This means anyone wanting to use the sign for business or profit needs to get permission from the Chamber first.
The Hollywood Chamber of Commerce confirms that no license or permission was requested from, nor granted by, them for the production involving Sydney Sweeney, as reported by TMZ.
TMZ reports the film crew was authorized to shoot in the area, but allegedly didn’t get permission to climb on, touch, or otherwise change the famous Hollywood sign.
Even though the sign is located on public property, the area is off-limits, and climbing the structure is prohibited by law.
Entering the property without permission is a misdemeanor crime. You could face a fine of up to $1,000 or even a jail sentence of up to six months.
The Chamber hasn’t reported any trespassing or vandalism yet, and they are continuing to investigate what happened.
Nissen stated they are continuing to investigate how the production gained access to the site and whether that access was authorized.
TMZ reported that the Chamber also sent a letter to the production company.
We’ve learned that you and your team filmed the Hollywood Sign last night as part of a project for Persuasion Pictures.
The Hollywood Chamber of Commerce owns the rights to the Hollywood Sign’s image. You and your production company haven’t gotten permission to use any photos or videos of it for commercial purposes.
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2026-01-28 19:10