Sydney Sweeney, the actress known for her roles in "Euphoria" and "The Housemaid," has officially launched her lingerie brand, Syrn. The launch on January 28th, 2026, follows promotional efforts that have captured significant attention. However, Sweeney's marketing tactics have also stirred controversy, raising questions about the legality of a recent stunt.
The promotional event in question involved draping lingerie on the iconic Hollywood sign. While Sweeney's team reportedly obtained a permit for filming near the sign, they allegedly lacked authorization to physically interact with the landmark. The Hollywood Chamber of Commerce, which owns the intellectual property rights to the sign, stated that Sweeney was "not authorized" to touch it. Potential legal repercussions, including trespassing or unauthorized use charges, are now being discussed.
Despite the controversy, Syrn's launch has generated considerable interest. The brand emphasizes inclusivity, offering 44 sizes ranging from 30B to 42DDD, with most items priced under $100. Sweeney has stated that her goal is to create a brand that "understands women instead of talking at them," focusing on confidence and comfort. The initial collection is structured around four core personas: Comfy, Playful, Romantic, and Seductress. The "Seductress" collection sold out within hours of its release.
Syrn has also garnered financial backing from notable investors. Ben Schwerin, a partner at the private equity firm Coatue, is supporting the venture. Coatue's investors include high-profile figures such as Jeff Bezos and Lauren Sánchez, adding further weight to the brand's launch. As Syrn enters the intimate apparel market, it aims to blend fashion, self-expression, and celebrity influence to appeal to a broad audience.
