Sydney Sweeney Models SYRN Loungewear in a Cozy Mirror Selfie as Her Lingerie Label Keeps the Drops Coming

Celebrity-founded intimates brands have become a fixture of the fashion world, following in the footsteps of names like Savage x Fenty and Skims. The trend reflects a bigger shift toward comfort and self-expression, and more stars want a piece of it. Few have launched with as much noise as Sydney Sweeney.

Her label, SYRN, debuted in January 2026 with a collection called Seductress and a stunt that put bras on the Hollywood Sign. Footage showed a crew scaling the landmark at night, and the images spread across social media before sales even began. The first drop reportedly sold out within hours.

Nine months on, the brand is still very much in the conversation. Sweeney has shared a new mirror selfie promoting SYRN, this time in a far cozier mood than the label’s launch imagery. She wears an oversized navy sweatshirt layered over a gray tee, with navy sleep shorts trimmed in white and finished with a small logo, in front of a closet full of jackets.

The look fits where the brand has been heading. Its newest collection, Send Nudes, includes 18 pieces in four nude shades, spanning everyday bras and panties, lace lingerie, a bodysuit and relaxed loungewear. Loungewear highlights include the Lazy Mid Rise Sleep Short for $39 and the Keepsake Cropped Cardigan, with scalloped edges and a tiny bow, for $59.

It’s a more relaxed tone than the sheer lace and corsetry of the early days. Earlier this year, the brand also released a Comfy collection made from a seamless stretch fabric, billed as being for your coziest moments. The mirror selfie suggests the brand wants to be part of your whole day, not just the drawer.

The brand was built around four moods: Seductress, Romantic, Playful and Comfy. Comfy closed out that launch on March 4, and the label has kept releasing new drops since. Campus Crush, a varsity-inspired line with an emphasis on comfort, followed in August, and a sheer ‘Blue Ditsy’ set arrived in September.

Sizing has been a core part of the pitch. SYRN offers 44 bra sizes, from 30B to 42DDD, with most styles under $100 and new panties priced at 3 for $39. Sweeney told Elle she wanted to build a brand that “understands women instead of talking at them.”

Not everything has been smooth. A report in August claimed the brand struggled to maintain its early momentum, with a source saying meetings were being held to improve sales. Those claims haven’t been independently verified, and SYRN has not publicly confirmed any financial or sales difficulties.

Critics have also pointed to the brand’s marketing as heavily sexualized and centered on one figure, Sweeney herself. That’s a familiar challenge for celebrity labels, which have to turn an initial spike of attention into lasting loyalty. Sweeney has kept promoting the label as it moves through its first year.

The brand is only one part of a hectic schedule. Sweeney is also back on set for ‘The Housemaid’s Secret’, the sequel to her box office hit, which opens in theaters on December 17, 2027. The first film grossed nearly $400 million worldwide on a $35 million budget.

It’s a notable balancing act. Between acting, producing and running a fashion label, Sweeney is trying to build a business empire alongside her film career. The cozy mirror selfie may be a small moment, but it shows how deliberately she’s shaping SYRN’s identity.

With the holiday season approaching, expect more drops and campaigns. If the loungewear push works, SYRN could expand beyond lingerie into the everyday basics that many celebrity brands rely on for steady sales. Whether it can sustain that growth beyond the initial hype remains the big question.

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