Sydney Sweeney recently showcased items from her newly launched lingerie brand, SYRN, in an Instagram post shared on Friday, utilizing the platform to promote pieces from the collection.
The 28-year-old actress and entrepreneur modeled the brand’s Lowdown Cami in a brown shade referred to as “Date Night,” prominently displaying the garment while capturing a stylized selfie using a Apple MacBook Photo Booth frame. In the promotional images, Sweeney posed in a manner designed to highlight the fit and design of the lingerie.
A subsequent slide in the post presented four additional photographs in which the actress appeared wearing the brand’s Deep Dive Low Scoop Bralette. Both the cami and the bralette are reportedly priced at $39 and are available in four different color options.
The post was captioned “Our recent photo booth roll,” accompanied by film and teddy bear emojis, and was shared with the brand’s more than 317,000 followers.
Earlier in the week, Sweeney announced that the label’s “Comfy Collection” had become available for purchase. In promoting the release, she wrote on social media: “Do what makes you naked… our comfy. @SYRN is now available.”
The brand describes the newly released items as smooth, flexible garments designed to feel lightweight and nearly imperceptible when worn. Sweeney previously indicated that initial inventory from the launch sold out within hours, noting that the company was working toward restocking the products.
The actress—known for her role in the HBO series Euphoria—has reportedly adopted a deliberate marketing strategy for the brand, including the publication of promotional imagery and a publicity stunt conducted near the Hollywood Sign ahead of the underwear line’s debut.
Reports have also emerged indicating that Sweeney may be exploring expansion into the beauty sector. According to Women’s Wear Daily, trademark attorney Josh Gerben identified a filing submitted to the United States Patent and Trademark Office on January 16 relating to the SYRN mark for potential skincare, beauty-care, and cosmetic products. The application was filed on an “intent-to-use” basis, suggesting that such products may either be under development or that the mark is being reserved for future commercial use.
In discussing the philosophy behind the brand, Sweeney explained in an interview with Cosmopolitan magazine that the objective was to create garments that fit comfortably across a diverse range of body types. She emphasized that the design team is composed primarily of women and that the brand seeks to ensure representation through the use of models with varying body shapes.
Sweeney further stated that she intends to personally stand behind the products she releases, indicating that she would not produce items that she herself would be unwilling to wear.#newsafro_
