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‘Euphoria’ Star Sydney Sweeney Gift-Wraps Herself for SYRN’s Holiday Shop: Christmas Movie Spoofs, Satin Bows and a Bridal Veil Twist

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Celebrity-founded brands live or die on whether anyone is talking about them, and few founders have kept the conversation going as consistently as Sydney Sweeney. Since launching her lingerie label SYRN earlier this year, the ‘Euphoria’ and ‘The Housemaid’ star has treated every new drop like a mini-event.

The brand arrived on January 28 after a headline-grabbing teaser, in which Sweeney was seen draping bras over the Hollywood sign. The stunt drew backlash because the Hollywood Chamber of Commerce said no license or permission was granted, though the LAPD said there was no investigation. It also worked as marketing, and the first “Seductress” drop reportedly sold out within hours.

Now SYRN is preparing for its biggest seasonal push yet. Sweeney shared a new campaign video on Instagram on October 21 announcing that the SYRN holiday shop opens on October 27, with 4 holiday collections arriving, beginning with the Comfy drop. The campaign recasts classic Christmas movie moments in festive lingerie and loungewear.

The video opens with Sweeney lounging on a couch in a cozy sweater, holding an oversized bowl of ice cream in a nod to Kevin McCallister’s famous moment in ‘Home Alone 2’. She then switches on a vintage TV, setting up a series of scenes inspired by holiday favorites, including references to ‘How the Grinch Stole Christmas’ and ‘The Nightmare Before Christmas’.

It is a playful approach that leans on shared memories rather than a straightforward product shoot. By borrowing familiar scenes, the campaign gives followers something to share and discuss, which is what the brand does best.

One of the standout images shows Sweeney in a red set from SYRN’s upcoming Romantic collection, with a bow bra, lace garter belt and sheer veil that adds a retro bridal twist. The satin bows give the whole look the feel of a gift-wrapped present, and it is the picture drawing the most attention online.

Other looks lean cozy and playful. A plaid top and matching pajama pants from the Playful capsule nod to Cindy Lou Who, while a baby blue set styled with sheer gloves and lace tights shows a softer side. The Comfy drop, which opens the lineup, centers on sweaters and knee-high socks.

SYRN is structured around 4 worlds that reflect different moods: Comfy, Playful, Romantic and Seductress. It offers 44 sizes, ranging from 30B to 42DDD, and most styles are priced under $100.

Sweeney is the sole founder and creative lead, and she holds equity in the business, with backing from Coatue Management’s technology fund. She has said she wanted to build a brand that “feels like it understands women instead of talking at them,” as she told Elle, adding that the goal is confidence without pressure.

The holiday launch continues a steady cadence. In February, SYRN released its “Somewhere Only We Know” collection, built around the romantic side of the brand and timed to Valentine’s Day. In September, Sweeney marked her birthday with a vintage-style baking video promoting the “Birthday Boobs” collection.

Each campaign has leaned into a distinct concept, from gardening in lace to baking in a 1970s kitchen, and the holiday shop is the most elaborate version of that formula so far. It also arrives at a critical moment, just ahead of the shopping season.

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The real test begins when the shop opens and the 4 collections go live. If earlier launches are any guide, early access and quick sellouts could once again shape the conversation, especially for the Romantic pieces that have been getting the most attention.

For Sweeney, the business gives her a platform that runs alongside her acting career, and each campaign adds to her reputation as someone who understands how to turn attention into sales.

Which SYRN holiday collection are you most excited to see?

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