Sydney Sweeney Leaves Santa’s Naughty List Wide Open With a Cheeky ‘Home Alone’ and ‘Grinch’ Lingerie Makeover
Nostalgia is one of the most reliable tools in holiday marketing. Familiar movie moments, from a lonely sundae to a grinning green villain, give brands an instant shortcut to viewers’ memories. It is also a strategy that can divide an audience quickly, especially when the product is lingerie.
That is the tightrope Sydney Sweeney is walking with the first holiday collection from her brand, Syrn. The ‘Euphoria’ star launched the lingerie and loungewear label in January with a headline-grabbing Hollywood sign stunt, and the debut collection reportedly sold out within hours. The brand offers 44 sizes, from 30B to 42DDD, with most styles under $100, and is organized around four personas: Comfy, Playful, Romantic and Seductress.
For the holiday shop, which officially opened on October 27, Sweeney has recreated scenes inspired by ‘Home Alone’ and ‘How the Grinch Stole Christmas’. The newest installment features her as Kevin McCallister in a cozy sweater and burgundy scarf, digging into a towering sundae of ice cream, whipped cream and chocolate sauce. Side-by-side images pair her with Macaulay Culkin’s character, including a version of the famous hands-on-cheeks scream.
The campaign began on Wednesday, October 21, when Sweeney posted a teaser video on Instagram. In it, she appears as Cindy Lou Who with signature braids, a blue plaid nightgown and a short fur-trimmed cape, before the video shifts to the lingerie collection. Other looks reference ‘The Nightmare Before Christmas’ and a gothic bridal aesthetic.
The brand then shared more images, including the ‘Home Alone’ homage and a burgundy loungewear set with a small white dog. Syrn’s caption announced that the holiday shop was open and that early access to a collection called Hibernation Nation was available. That line includes cable-knit sweaters, button-front cardigans, cropped tanks, foldover shorts and matching dog sweaters.
The holiday shop will roll out in 4 drops, beginning with the Comfy collection on October 27. Syrn described the campaign as the Holiday Special, a playful nod to the TV specials the references are drawn from. Other drops are expected to follow, with Romantic looks including a red bow bra, lace garter belt and sheer veil.
The business side matters. Syrn is backed by Ben Schwerin, a partner at private equity firm Coatue, and the company reportedly generated $18 million in the first quarter of 2026. Sweeney has said her own experiences shopping for lingerie shaped the brand’s designs.
Reaction has been mixed. Many commenters on the brand’s Instagram post loved the references, with some joking that the real question is who would leave Sydney Sweeney home alone this Christmas. Others praised the Syrn team for another strong campaign.
Some viewers were less impressed. Critics objected to using childhood movie characters, particularly Cindy Lou Who, to promote lingerie, and the brand later shared even more images from the shoot. Sweeney is no stranger to controversial ads, coming just over a month after backlash to a risqué campaign for sports betting platform Novig.
Whether people love or hate the concept, the strategy generates conversation. Holiday movies have a huge built-in audience, and a recognizable visual reference gets shared far more readily than a standard product shot. The campaign also fits the brand’s identity, with each persona mirrored by a different character.
It also shows how Sweeney has expanded her career beyond acting and producing. She is currently busy filming ‘The Housemaid’s Secret’ in New Jersey, while her fashion business gets its first full holiday season. Between those projects and her ad campaigns, she is making a habit of staying in the spotlight.
With more drops still to come, expect further movie-inspired looks before the holidays arrive. If the early reaction is any guide, the debate about where nostalgia ends and edginess begins is likely to continue. For Syrn, that may be exactly the point.
What do you think of Sydney Sweeney’s holiday campaign for Syrn?
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