Quick Read
- Sydney Sweeney’s lingerie line, Syrn, officially launches January 28, 2026.
- The brand offers 44 sizes (30B to 42DDD) with most styles under $100.
- Syrn emphasizes “the art of the tease” and caters to four personas: Comfy, Playful, Romantic, and Seductress.
- Pre-launch marketing included Sweeney hanging bras on the Hollywood Sign, currently under investigation.
- The brand is backed by Coatue, a private equity firm with investments from Jeff Bezos and Michael Dell.
LOS ANGELES (Azat TV) – “Euphoria” star Sydney Sweeney is poised to officially launch her highly anticipated lingerie line, Syrn (pronounced “sye-rin”), tomorrow, January 28, 2026, aiming to redefine self-expression for women through “the art of the tease.” The direct-to-consumer brand, which has already garnered significant attention through bold pre-launch stunts, promises an inclusive range of 44 sizes and a focus on diverse female personas, backed by substantial investment from a major private equity firm.
The Vision Behind Syrn
Sweeney, 28, articulated a clear philosophy for Syrn, stating, “I wanted to create a place where women can move between all the different versions of who we are.” She connected this vision to her own multifaceted life, noting, “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.” This emphasis on versatility aims to resonate with modern women who embrace various aspects of their identity.
The brand will initially center on four distinct personas: Comfy, Playful, Romantic, and Seductress. For its debut drop, Syrn will focus on the Seductress mood, with the remaining three worlds slated to roll out in the coming months. Sweeney added that lingerie offers a “fun way to express yourself,” allowing women to “feel feminine, and you get to feel powerful. You get to keep it all for yourself, if you want.”
Inclusive Design and Marketing
A key driver behind Syrn’s design philosophy is Sweeney’s personal experience with ill-fitting lingerie. She shared that she was in 6th grade with DDs and “hated the bra I had to wear.” This led to a commitment to designing for different bodies, ensuring that Syrn offers 44 sizes, ranging from 30B to 42DDD. The brand’s team specifically focused on eliminating common complaints such as straps that dig, bands that cut, and fabrics that irritate, aiming for both comfort and aesthetic appeal. Most styles are priced below $100, making the line accessible to a broader audience.
Syrn’s marketing strategy also emphasizes female perspectives, with each collection’s campaign brought to life by female photographers. Frances O’Sullivan shot the Romantic campaign, Jess Wasson photographed the Comfy line, and German photographer Ellen von Unwerth, known for her iconic work with Guess and Victoria’s Secret, captured the Seductress imagery. Already released campaign visuals showcase Sweeney in varied settings, from lounging in a rose garden in delicate lace to posing in an empty theater in white corsetry and channeling retro cinema vibes in a vintage diner.
High-Profile Launch and Backing
The launch of Syrn has been preceded by a series of high-profile marketing stunts designed to generate buzz. Sweeney first teased the brand on Sunday, January 25, by releasing a video on the company’s website, showing her wearing a black lace lingerie set and scrawling the launch date on a mirror in red lipstick. A few days earlier, she notably scaled the iconic Hollywood Sign under cover of darkness to string a clothesline of Syrn bras across its letters – a stunt that the Hollywood Chamber of Commerce has confirmed it is “investigating.”
Syrn has reportedly been in development for about a year and benefits from significant financial backing. The brand is supported by Coatue, a private equity firm that notably received a $1 billion injection from prominent investors Jeff Bezos and Michael Dell. This substantial investment positions Syrn with considerable resources to compete in the highly dynamic and competitive direct-to-consumer lingerie market.
Implications for the Lingerie Market
Syrn’s entry into the direct-to-consumer lingerie market, spearheaded by a prominent actress and supported by substantial venture capital, signals a strategic move to capture a segment of consumers seeking both aspirational branding and practical inclusivity. By focusing on diverse identities and addressing common fit issues, the brand aims to differentiate itself in a competitive landscape increasingly valuing authenticity and empowerment over traditional, often restrictive, notions of femininity.