Sydney Sweeney, 28, hit the streets of Los Angeles to promote her new lingerie company, Syrn (pronounced “siren”), in a showstopping public photo shoot posted to her Instagram. Wearing nothing but dark purple lingerie and a cropped fur coat,

In January 2026, 'Euphoria' star Sydney Sweeney decorated the Hollywood Sign with bras to promote her lingerie line

In an interview with Elle, Ms. Sweeney explained that Syrn was created to address such nagging issues as “annoying” bra straps and “cutting bands.” Her goal, she told the magazine, is to build a brand that “understands women instead of talking at them.”

Actress Sydney Sweeney’s recent move to promote her upcoming lingerie brand, Syrn, could land her in hot water.