Sydney Sweeney has undeniably solidified her status as one of the hottest and most in-demand actresses in Hollywood right now. With her breakout role in “Euphoria” catapulting her to stardom, followed by acclaimed performances in hits like “Anyone but You” and “The Housemaid,” she’s dominated screens and headlines throughout 2025. Her bold red carpet looks always command attention, which isn’t a surprise given her enthusiasm for showing off her impressive cleavage any chance she gets. But she also has that charisma and magnetic presence we want in our sex symbols.
Now, the 28-year-old star is taking her influence even further by launching her own lingerie brand, Syrn (pronounced “sye-rin”), set to drop on January 28, 2026. Drawing from her personal frustrations with ill-fitting bras and a desire to celebrate diverse bodies and bold femininity, the inclusive line offers 44 sizes (from 30B to 42DDD) and four distinct style personas (Comfy, Playful, Romantic, and Seductress). Most pieces will be priced under $100. Naturally, this move has also generated a ton of buzz and you can see in the video above.
She also created a stunt to generate publicity by draping bras on the Hollywood sign.
Syrn was formed over the past year as Sweeney’s first major entrepreneurial venture into retail ownership, inspired by her personal experiences struggling to find well-fitting lingerie that balances comfort and style. She has partnered with the Coatue Innovation Fund for institutional backing and investment support, along with Ben Schwerin, a Coatue partner and former Snap executive, who manages the brand’s operations. The fund itself recently received a $1 billion capital injection from family offices linked to Jeff Bezos and Michael Dell, though the exact investment amount into Syrn remains undisclosed. Sweeney’s interest in Syrn is as the founder and owner, holding equity in the company and marking her entry into a CEO role.
Jeff Bezos’s involvement is interesting. He’s in the news again with the mess he’s created at The Washongton Post where a huge part of the staff is rumored to be on the chopping block.
Meanwhile, Sydney is clearly enjoying herself as she models all sorts of sexy lingerie to promote the brand. And yes, she looks pretty damn amazing!
This venture seems to be a logical move for Sydney. Sexy lingerie is hardly a stretch for this stacked star. It’s a confident pivot from screen siren to entrepreneur, giving her a shot at building a business empire along with her successful acting career.
