Actress Sydney Sweeney, known for her roles in acclaimed series and films, has taken a significant step in the entertainment world by launching Syrn, her own lingerie brand. The collection was officially unveiled on social media with a clear message: “lingerie you wear for YOU, no explanation, no apology.”
The presentation was surrounded by controversy due to the promotional video in which Sweeney climbed the famous Hollywood sign in Los Angeles, attaching bras to the structure as part of the visual campaign. Although the filming had permits from FilmLA, the actress did not have formal authorization from the Hollywood Chamber of Commerce to use the space, which could lead to legal action from local authorities.
Beyond the controversy, the Syrn line has received support from prominent investors, including those linked to figures like Jeff Bezos and Lauren Sánchez, which has increased the project's visibility in the fashion and entertainment sectors. Sweeney has stated that her intention is to position the brand as a symbol of self-confidence and self-expression, especially among young women.
The launch has also generated conversations on social media about the relationship between fashion, self-image and pop culture, themes that have been recurrent in the actress's career and among her followers.