Hollywood star Sydney Sweeney has officially entered the fashion world, launching her own lingerie brand SYRN — a label she describes as the answer to every woman’s daily struggle with uncomfortable bras. The brand made its debut on January 28, 2026, unveiling its first collection titled Seductress, and it has already created massive buzz with its inclusive sizing, bold branding, and Sweeney’s deeply personal vision.
Best known for her roles in Euphoria and The Housemaid, Sweeney is now expanding her creative footprint beyond acting. SYRN (pronounced “siren”) was born from her long-standing frustration with ill-fitting lingerie, both on film sets and in real life. In a press statement, she shared, “I was in sixth grade with DDs. I hated the bra I had to wear. When I finally found a cute bra that fit, I wore it until it fell apart. Designing for different bodies is a huge part of SYRN.”
Inclusivity sits at the heart of the brand. SYRN launches with 44 sizes, ranging from 30B to 42DDD, ensuring women across a broad spectrum of body types can find their perfect fit. With most pieces priced under $100, the brand also aims to make stylish, supportive lingerie accessible — a refreshing alternative to overpriced luxury labels.
Rather than committing to a single design identity, SYRN is structured around four style personas: Comfy, Playful, Romantic, and Seductress. Each collection captures a different mood and expression of femininity. “I wanted to create a space where women can move between all the versions of who they are,” Sweeney explained. “No woman is just one thing.”
The debut Seductress Collection launched at 9 a.m. PST, with early access offered to fans who registered in advance. Described as bold, confident, and unapologetic, the collection sets the tone for SYRN’s mission of celebrating self-expression and personal power. “It’s about owning your desire on your own terms,” Sweeney said.
Future releases will continue expanding SYRN’s universe. The Comfy line will focus on everyday essentials with soft fabrics and practical designs. Playful will blend loungewear with lingerie, including boxers and track shorts. Romantic will introduce sheer teddies, coordinated sets, and garter belts. Across every line, comfort remains the top priority. “Bodies are like fingerprints — all different. I wanted to design for that reality,” she added.
SYRN’s arrival also made headlines with a daring promotional stunt — bras hung across the Hollywood Sign, stirring both controversy and viral attention. The move cemented SYRN’s image as a daring disruptor in the lingerie industry.
With inclusive sizing, realistic pricing, and genuine purpose, SYRN is already drawing comparisons to major lingerie game-changers. For Sweeney, however, the brand is more than fashion — it’s personal empowerment stitched into every seam.
