‘Euphoria’ Star Sydney Sweeney Gets Cozy for SYRN’s First Holiday Shop as the Brand Preps Four Collections and a Christmas Movie Spoof Campaign

Celebrity-founded brands live or die on whether people talk about them. Few founders have worked as hard to keep the conversation going as Sydney Sweeney, who has turned nearly every SYRN release into a mini media event. Her latest campaign is the biggest swing yet, and it’s built around the holidays.

The brand has gone from a surprise announcement to a recurring headline-maker in less than a year. Each drop has come with its own theme, and each theme has been designed to travel across social media. The holiday campaign continues that pattern with a mix of nostalgia, humor and a lot of knitwear.

Sydney Sweeney’s new SYRN holiday campaign features cozy looks like a burgundy knit set paired with a small white dog in a plaid scarf, posed beside floral wallpaper. The image is part of a wider rollout for the brand’s first-ever holiday shop, which opens October 27 at 8 a.m. Sweeney announced it with a video on Instagram on October 21, and the brand’s official account followed with a batch of campaign photos.

SYRN says it’s dropping 4 holiday collections, starting with Comfy on October 27. The brand teased the launch as ‘The SYRN Holiday Special,’ and Sweeney echoed the announcement by welcoming fans to the holiday shop. Additional drops are expected to follow.

Each collection has its own mood. The Comfy line leans into knitwear and loungewear, including cardigans and matching knit pieces shot in retro-inspired settings. Another standout is a red set from the upcoming Romantic collection with a bow detail and a sheer veil that adds a retro bridal twist.

The campaign video turns Sweeney into a series of familiar holiday characters. It includes references to ‘Home Alone 2: Lost in New York,’ ‘How the Grinch Stole Christmas,’ ‘White Christmas’ and ‘The Nightmare Before Christmas,’ with a lace-clad take on ‘Corpse Bride.’ In the opening scene, she lounges in an oversized armchair eating ice cream in a cream cable-knit sweater and knee-high socks.

That film-parody approach plays to the brand’s strengths. It gives each piece a story, which makes the campaign easy to share and easy to remember. It also leans on the audience’s affection for seasonal movies.

The campaign has drawn criticism. Some viewers objected to the Cindy Lou Who-inspired look, with one commentator questioning whether a sexualized ad using beloved Christmas characters was really made with women in mind. The reaction follows backlash to another recent advertising campaign Sweeney appeared in, which has made her a regular fixture in advertising debates.

Supporters see the humor as the point. The brand has always paired provocative imagery with a sense of play, and the holiday spoofs fit that tone. Whether that balance works for everyone is a matter of taste.

SYRN was announced in January 2026 and debuted on January 28 with the Seductress collection, which sold out within hours. The brand is built around 4 personas: Comfy, Playful, Romantic and Seductress. The initial range offered 44 sizes, from 30B to 42DDD, and most debut pieces were priced under $100.

The launch also came with a headline-grabbing stunt at the Hollywood Sign, which drew criticism and a debate about whether it was legal. Sweeney told Elle she wanted to create lingerie that understands women instead of talking at them, emphasizing comfort, confidence and choice. Since then, the brand has kept a steady cadence of releases.

Since launch, SYRN has released a Playful collection in February, a neutral-toned bralette line called Do What Makes You Naked in March and a Western-themed range tied to a Syrn Saloon at the Stagecoach Country Music Festival. In September, the Birthday Boobs collection arrived ahead of Sweeney’s birthday, with baby blue and floral details inspired by her personal tastes. The holiday shop is the first seasonal offering.

That rhythm shows how the brand uses calendar moments as marketing hooks. Birthdays, music festivals and now the holidays all become opportunities for a drop.

Once the holiday shop opens on October 27, shoppers will be able to browse the Comfy collection first, with the other 3 lines arriving afterward. Given the brand’s track record, early pieces could sell quickly. The campaign’s imagery will likely continue to circulate through the season.

For Sweeney, who also stars in ‘Euphoria’ and ‘The Housemaid,’ the venture is part of a broader push into entrepreneurship. SYRN gives her a platform where she controls the message and the creative direction.

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