Sydney Sweeney is moving from the screen to the showroom, but not without sparking a firestorm! After a daring stunt atop the Hollywood Sign that has legal experts talking, the star has officially unveiled her brand-new lingerie line, SYRN. With sizes for everybody and a “no apologies” attitude, this launch is turning heads for all the right reasons—and some controversial ones. WATCH the reveal that has the internet buzzing!
The star’s brand debut arrives immediately after becoming entangled in a dispute regarding her latest promotional gambit
Days after Sydney Sweeney became entangled in a controversy for her latest promotional gambit, the Euphoria starlet is once again grabbing the spotlight. On January 27, the 28-year-old unveiled her foray into the fashion industry with the debut of her lingerie brand, SYRN. The first pieces from the collection arrived today, January 28.
Sydney shared a bunch of images on Instagram to preview a wide array of intimate apparel featuring lacy bodysuits, strappy tank tops and sheer bralettes in multiple designs. Her caption read, “The secret is finally out. Say hello to SYRN. This is lingerie you wear for YOU, no explanation, no apology. SYRN is coming for you on 1.28…There’s soo much more I can’t wait to show you”.
SYRN lingerie sets are available in 44 sizes, extending from 30B to 42DDD, with most styles priced within the bracket of $100. The undergarments are organized into four different categories, namely Comfy, Playful, Romantic and Seductress.
Sydney, in a media statement, revealed the inspiration behind establishing the lingerie brand. She said, “I was in the 6th grade with DDs. I hated the bra I had to wear. 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. I wanted to create a place where women can move between all the different versions of who we are. 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,” as quoted by Cosmopolitan.
The Ad Stunt
Sydney Sweeney’s promotional operation for SYRN featured the actress, joined by a group of people, scaling the Hollywood Sign and hanging bras on one of the letters. They were hauling duffel bags filled with the undergarments. The viral video, originally acquired by TMZ, has now been shared on Sydney’s official Instagram handle.
WATCH: Sydney Sweeney Ignites Social Media With Breathtaking Reveal of New SYRN Lingerie Collection,
Although Sydney’s team allegedly obtained a shooting permit from Film LA, they did not get approval from the Hollywood Chamber of Commerce – a Los Angeles-based non-profit entity that oversees the landmark – for climbing, touching or using the sign for commercial ends. This action could trigger legal ramifications if the Hollywood Chamber of Commerce decides to take action against Sydney and her production team.
