Actress Sydney Sweeney officially launched her new lingerie brand, Syrn, on Wednesday, unveiling the first collection with a stylized photo and video shoot staged on the streets of Los Angeles, as reported by Page Six.
Sweeney, 28, has spent the week sharing images from the debut campaign, which features her modeling pieces from the brand’s initial drop.
The shoot shows the actress wearing a burgundy lace lingerie set — a color she named “Bite” — while posing outdoors in downtown Los Angeles locations.
The campaign was photographed by Ellen von Unwerth, whose work framed Sweeney against a vintage car and city backdrops while camera flashes evoke old Hollywood paparazzi scenes.
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In several images, Sweeney shields her eyes from the light while leaning against the vehicle, with a burgundy fur jacket slipping off her shoulders.
The featured items include a Syrn lace bra priced at $89, a matching thong listed at $19, and coordinating accessories, including a garter and garter belt priced at $22.
The styling places the lingerie front and center, with no additional clothing beyond the jacket in select shots.
Behind-the-scenes images and video clips were also released as part of the brand’s social media rollout.
In one set of photos, Sweeney stands with her hands raised outside the United Artists Theater, where the marquee reads “Syrn the Seductress.” The word “SYD” appears highlighted in red, a reference to Sweeney’s nickname.
A short video accompanying the stills shows Sweeney stepping out of the vintage car, walking toward the theater entrance, and tossing her jacket over her shoulder.
Sydney Sweeney slays in that purple lingerie promo for her new Syrn brand—pure fire pic.twitter.com/6gZT08Ipg6
— Crimson Specter (@crimsonspecter4) January 29, 2026
Another clip included in the brand’s Instagram carousel documents what is described as an “impromptu” paparazzi-style moment during the shoot.
According to the brand, the images and videos are part of a single creative session designed to introduce Syrn’s “Seductress” collection and promote what the company calls “the art of the tease.”
The Los Angeles setting was chosen intentionally, tying the campaign to the city where Sweeney’s career has continued to grow.
The launch follows an earlier promotional moment that drew attention when Sweeney teased the brand by climbing the Hollywood Sign and stringing it with bras in various colors and sizes — a stunt that was later described as unauthorized.
Breaking: Sydney Sweeney Climbs Hollywood to Hang Bras for Promo.
Also breaking: No One Cares. pic.twitter.com/eyCpwaYG91
— Missed Point Blank (@missdpointblank) January 26, 2026
Syrn’s first drop offered bras in sizes ranging from 30 to 38, A through DDD/F, with plans to expand up to 42DDD. Underwear sizes were listed from XXS through 3X.
As of this week, much of the collection on the brand’s website is marked out of stock.
Sweeney has not announced a restock date but continues to promote the line through images and video from the Los Angeles shoot.
The actress, who has balanced acting projects with business ventures in recent years, positioned the brand as a personal creative effort tied closely to her public image and aesthetic.
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