Is this Sydney Sweeney’s most revealing project yet?
The actress, 28, launched her lingerie brand Syrn today, unveiling a collection of lacy bras, plunging bodysuits and va-va-voom corsets.
The drop — titled “All About the Assets” — retails between $19 and $269, with bra sizes ranging from 30-38 A-DDD/F and underwear from XXS to 3X (though the smallest and largest sizes seem to be unavailable at launch, and a press release indicates that sizes will eventually go up to 42DDD).
Sweeney has been promoting the direct-to-consumer line to her 26 million Instagram followers with ever-racier campaign photos and behind-the-scenes videos.
In one shot, she styles a vampy set with a lace mask and a dramatic fluffy coat. In another, she admires her reflection in a mirror while showing off a lacy thong.
Several of the clips lean into the “art of the tease” concept, which the brand said was central to its first drop: Sweeney stretches a long leg from behind a dressing room screen, pointing a stiletto-clad toe. Later, she suggestively wags a mesh-gloved finger at the viewer.
The images were snapped by celebrity photographer Ellen von Unwerth, famed for her pinup-y Guess campaigns starring Claudia Schiffer, Elsa Hosk, and others.
Von Unwerth is behind the aesthetic for the Seductress, one of four personalities reflected in the Syrn brand, the others being Comfy, Playful and Romantic. Photographer Frances O’Sullivan shot the Romantic campaign, while Jess Wasson captured the Comfy imagery.
“I wanted to create a place where women can move between all the different versions of who we are,” Sweeney said in a statement ahead of the launch. “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.”
Syrn’s branding leans into the saucy side, however, with one tagline referring to the brand as being “from the heart, brains and boobs of Sydney Sweeney” and product names like the “String You Along Thong” and the “Hot Line Garter Belt.”
To promote the launch, Sweeney staged a guerrilla marketing stunt, scaling the Hollywood sign with her team and draping bras across the iconic letters, posting the video on social media Monday.
While the move has made headlines, it could have legal ramifications for the team: the Hollywood Chamber of Commerce — which owns the trademark rights to the sign’s image — confirmed that Sweeney did not obtain proper permission for the stunt.
The production “was not authorized by the Hollywood Chamber of Commerce nor did we have prior knowledge of it,” the organization said in a statement.
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