Syrn, actress Sydney Sweeney’s lingerie brand, has made its debut. For the American star, known for the TV series *Euphoria* and the recent film *The Housemaid*, this isn’t her first foray into the industry—she collaborated with Frankies Bikinis in 2023 on the “Love Letters” capsule collection—but it is her first venture as an entrepreneur. The launch was preceded by a teaser posted on her own social media accounts, in which she herself is the star.
A Marketing Campaign at the Center of the Storm
The very first teaser announcing the new brand’s “drop” quickly became a source of controversy: the video shows the actress, born in 1997, covering the iconic Hollywood sign in Los Angeles with Syrn bras. According to TMZ, this action could have legal consequences for Sweeney: “No permission was granted for this, as should be the case,” the outlet reports, quoting the president of the Hollywood Chamber of Commerce.
High-Profile Financial Backers
A controversial launch, though strategically designed to generate buzz. The brand is reportedly—according to Fox News—backed by Ben Schwerin, a partner at the private equity firm Coatue. The firm has reportedly already received investments from, among others, Jeff Bezos and Michael Dell, who together are said to have contributed approximately one billion dollars to the company.