Sydney Sweeney Launches Sizzling New Lingerie Line With Steamy Video Reveal
Sydney Sweeney is ready to drop her latest business venture, but it seems she might be facing some steep mountain-sized hurdles before the first bra even hits the shelves. The Euphoria star just announced the launch of her new lingerie line, SYRN, though the reveal has been overshadowed by a headline-making promotional stunt that has local authorities looking twice.
In a recent Instagram video shared on Tuesday, January 27, Sweeney gave fans an enticing look at the brand’s four core personas: Seductress, Romantic, Playful, and Comfy. The actress flaunted various pieces from the collection, but the real talk of the town remains her late-night trek up an L.A. mountain. Just days ago, Sweeney scaled the iconic Hollywood Sign to decorate it with bras as a way to promote the new brand.
Sydney Sweeney for SYRN, her new lingerie brand 📸 pic.twitter.com/xzAqEmGM4T
— cinesthetic. (@TheCinesthetic) January 26, 2026
While the stunt was undeniably bold, we’re told it could land her in deep water with the law. The Hollywood Chamber of Commerce, which owns the trademark to the sign, is currently investigating the incident for unauthorized use and potential vandalism. However, with Amazon founder Jeff Bezos and Lauren Sánchez listed as major investors in SYRN, things will likely turn out okay for the 28-year-old actress.
Sydney Sweeney teases sneak peek of her new lingerie brand, SYRN, dropping on January 28. 💋🌹❤️#SydneySweeney #SYRN pic.twitter.com/qNuM30Hje0
— Glitter Magazine (@glittermagazine) January 27, 2026
Jeff Bezos and private equity firm Coatue have reportedly put serious financial muscle behind the venture, which is set to drop its first collection, Seductress, tomorrow, Wednesday, January 28. Fans can already sign up for early access at SYRN.com to snag pieces that Sweeney says were designed to fit a wide range of body types, inspired by her own struggles finding bras in her youth.
Sydney Sweeney has officially launched her new lingerie brand SYRN pic.twitter.com/zhVASEdL4S
— Modern Notoriety (@ModernNotoriety) January 27, 2026
Beyond her business empire, Sweeney has a massive year ahead on the big screen. She recently earned rave reviews for her role as Millie Calloway in the psychological thriller The Housemaid, which hit theaters in December.
Sydney Sweeney for SYRN, her new lingerie brand. pic.twitter.com/u0XENTNS6T
— Sydney Sweeney Daily (@sweeneydailyx) January 27, 2026
In addition to Christy, Sweeney’s 2026 schedule includes the romantic drama Scandalous, directed by Colman Domingo, where she will portray Hollywood icon Kim Novak. She is also rumored to have a cameo in the upcoming The Devil Wears Prada sequel, further cementing her status as one of the most hardworking stars in the industry today.
Sweeney’s rapid rise has seen her balance high-fashion ambassadorships for brands like Miu Miu and Armani Beauty with gritty, transformative acting roles. With the backing of some of the world’s wealthiest investors, SYRN is expected to be a major competitor in the fashion space, potentially rivaling industry giants like SKIMS.
Share your thoughts on Sydney Sweeney’s Hollywood Sign stunt and her new lingerie line in the comments.
