Syrn, actress Sydney Sweeney's lingerie brand, has made its grand debut. For the American star, known for the television series Euphoria and the recent film The Housemaid, this is not her first venture into the industry—she collaborated with Frankies Bikinis on the "Love Letters" capsule collection in 2023—but it is her first as an entrepreneur. The launch was preceded by a teaser posted on her own social media accounts, in which she herself is the protagonist.
A marketing campaign in the eye of the storm
The very first teaser announcing the launch of the new brand quickly became a subject 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 have been the case," the media outlet reported, quoting the president of the Hollywood Chamber of Commerce.
Leading financial support
A controversial start, albeit a strategic one to get people talking. According to Fox News, the brand is backed by Ben Schwerin, a partner at private equity firm Coatue. The latter has already received investments from Jeff Bezos and Michael Dell, among others, who have jointly contributed around $1 billion to the company.