Sydney Sweeney Says SYRN Is About 'the Power of Choice'

Sydney Sweeney has never been shy about making a statement, and her latest round of Instagram posts for her lingerie brand SYRN is no different. The actress took to social media this week to show off two striking new looks from the brand — a pastel white bra with delicate pink floral detailing, paired with a green button-up left pointedly unbuttoned, and a separate all-black lace set that she wore with sheer gloves and a fur shawl.

In the pastel shoot, Sweeney was joined by model Amélie Tremblay, the two of them dancing and jumping around to Neon Trees' Everybody Talks, clearly having a ball. The black lace video, captioned simply "Syd for Seductress 🖤" by the SYRN account, showed Sweeney spinning slowly for the camera with a knowing smirk — and promptly sent her followers into raptures. "Literally breathtaking," wrote one. "Flawless," added another.

Behind the glamour, Sweeney has been clear-eyed about what she wants SYRN to represent — and it isn't just aesthetics. Speaking to Cosmopolitan around the brand's launch in January 2026, she laid out her vision in characteristically direct terms.

She was equally pointed when addressing the inevitable criticism that comes with a woman building a brand around lingerie.

It's a philosophy that extends to how the brand is run behind the scenes. Sweeney has said her design team is entirely female, and that diversity across body types is a priority when it comes to casting models. "I can't be the only model," she's stated plainly. "I need to make sure everyone feels really good in it."

The origins of Sweeney's interest in lingerie are surprisingly personal. She has spoken candidly about struggling to find well-fitting bras while growing up — recalling that in sixth grade, as a 32DD, she found the experience of shopping for her first underwired bra alienating and dispiriting. It's a detail that gives the whole enterprise a grounding that purely celebrity-fronted fashion lines don't always have.

The SYRN launch comes as Sweeney continues to juggle a packed schedule on screen. She is currently in Australia filming Netflix's live-action Gundam movie, and earlier this year wrapped her run on Euphoria's third season, where her character's storyline as an OnlyFans model attracted considerable attention — and some controversy over certain scenes. When critics called aspects of the role "humiliating", Sweeney responded by posting a series of images from the show captioned simply: "It's called... acting."

On the evidence of SYRN's growing momentum, it seems the criticism rolls off her fairly easily. The brand's aesthetic — soft pastels alongside more overtly seductive black lace — reflects a deliberate range, and fan response to this latest campaign has been warmly enthusiastic. Whatever anyone else thinks, Sweeney appears to be doing exactly what she set out to do: making lingerie entirely on her own terms.