SYRN: Sydney Sweeney says frustration with Hollywood pushed her to launch the brand

Sydney Sweeney has said years of dealing with Hollywood’s unforgiving wardrobe standards and ill-fitting undergarments pushed her to launch her own lingerie brand, SYRN, which she describes as being designed for real bodies rather than idealised ideals.

The actor, best known for roles in Euphoria and The Housemaid, said the idea grew out of repeated on-set frustrations with uncomfortable bras, cutting bands and designs that prioritised appearance over function. Rather than endorsing an existing label, Sweeney decided to build one herself.

She said SYRN was created to feel like it understands women instead of speaking at them, adding that confidence should come without pressure. As the brand’s sole founder, she said the focus was on creating pieces that fit into real life rather than restricting it.

The debut launch includes lace-trimmed underwear and bras across 44 sizes, ranging from 30B to 42DDD. Sweeney said the wide size range was intentional, reflecting how often women are excluded by limited fit options.

Instead of serving purely as the face of the brand, Sweeney has taken on a hands-on role as product developer and creative lead. She said the process allowed her to fix small but persistent issues she had encountered for years, particularly during long working days on set.

The first collection, titled Seductress, leans into confidence and self-possession. Sweeney said it was designed to establish SYRN as a brand that celebrates femininity on its own terms, whether that means feeling powerful, soft, playful or all at once.

Scrutiny follows Sweeney into the SYRN launch

SYRN’s arrival comes as Sweeney continues to face heightened scrutiny around how her image is used in fashion and advertising. Last year, she drew criticism over an American Eagle campaign built around the slogan “great jeans”, which some commentators argued carried uncomfortable undertones about beauty standards and desirability.

While the brand pushed back on that interpretation and Sweeney did not directly respond, the campaign sparked a wider online debate about celebrity marketing, coded messaging and the way women’s bodies are framed in mainstream advertising. The backlash cemented Sweeney’s position as a frequent flashpoint in conversations about image, sexuality and consumer culture.

More recently, Sweeney also faced criticism over a promotional stunt involving The Hollywood Sign tied to the brand’s rollout, which reignited debate about the line between bold marketing and poor judgement and placed additional attention on SYRN’s launch.

Sweeney has said comfort is as important as appearance, stressing that bodies are all different and that lingerie should reflect that reality, a message now being closely scrutinised as SYRN enters the market.

SYRN officially launched on January 28, with most items priced under $100. The brand’s first drop sold out shortly after release, with customers directed to join a waitlist as the company prepares restocks.

While additional collections are already planned, Sweeney has said the focus remains on building a brand rooted in fit, comfort and confidence rather than controversy.