Sydney Sweeney knows how to keep people waiting.
The “Euphoria” actress, 28, is officially launching her new lingerie line, Syrn (pronounced “sye-rin,” according to the brand), on Jan. 28, with a drop model built around what the star calls “the art of the tease.”
“I wanted to create a place where women can move between all the different versions of who we are,” Sweeney said in a statement. “I love working on cars, I go water skiing, I’ll dress up for the red carpet then go home to snuggle my dogs. I’m not one thing, no woman is.”
The direct-to-consumer brand centers on four distinct personas — Comfy, Playful, Romantic and Seductress. Its debut drop focuses on the latter mood, with the remaining three worlds rolling out in the coming months.
Each collection will be brought to life through campaigns shot by female photographers: Frances O’Sullivan shot the Romantic campaign, Jess Wasson photographed the Comfy line and Ellen von Unwerth — the German photographer behind iconic campaigns for Guess and Victoria’s Secret — captured the Seductress imagery.
The actress first teased the forthcoming brand on Sunday, releasing a video on the company’s website wearing a black lace lingerie set while scrawling the launch date on a mirror in red lipstick.
A few days earlier, she scaled the Hollywood Sign under cover of darkness and strung a clothesline of Syrn bras across the letters — a stunt that the Hollywood Chamber of Commerce is still “investigating.”
The line’s emphasis on fit comes from personal experience.
“I was in the 6th grade with DDs. I hated the bra I had to wear,” Sweeney shared in the release. “When I bought my first cute bra that actually fit, I wore it to pieces. Designing for different bodies is a huge part of Syrn.”
To that end, the brand offers 44 sizes ranging from 30B to 42DDD, with most styles priced below $100. According to the release, the team focused on eliminating common complaints like straps that dig, bands that cut and fabrics that irritate.
“Lingerie is such a fun way to express yourself,” she added. “You get to feel feminine, and you get to feel powerful. You get to keep it all for yourself, if you want.”
The campaign imagery already released shows Sweeney in various moods: lounging in a rose garden wearing delicate lace, posing in an empty theater in white corsetry and cutouts, and channeling retro cinema vibes in a vintage diner setting complemented by a red “Marry Me Fly Free” crop top.
Syrn has reportedly been in development for about a year with backing from Coatue, a private equity firm that received a $1 billion injection from Jeff Bezos and Michael Dell.
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