Sydney Sweeney is leaving her mark on the lingerie world.
The “Euphoria” actress, 28, gave fans a first look at her upcoming underwear brand “Syrn” on Sunday, teasing the launch with a sultry video of herself wearing some of the designs.
In a short clip posted on the brand’s website, Sweeney is seen wearing a black lace bra, matching underwear and a black garter belt, writing on the mirror in red lipstick, “Coming 1/28, XO, Sid.” Currently, the site displays the message “I’m coming for you…”
Her hair flowed in bombshell waves, she wore opera-length mesh gloves and had dark lines in her eyes.
Looks like fans will have to return Wednesday for shopping.
But the brand’s launch was not without controversy. Days before her debut, Sweeney was photographed climbing the iconic Hollywood sign and draping her bra from its letters, a guerrilla marketing stunt that could have landed her in legal trouble.
TMZ reports that although she had permission to photograph near the landmark, she did not have permission to climb or touch the sign itself, which could lead to charges of trespassing and criminal damage to property.
The Emmy nominee has reportedly been developing Syrn for about a year with the help of private equity firm Coatue, which received $1 billion in funding from Jeff Bezos and Michael Dell.
Coatue partner and former Snap executive Ben Schwerin defends the brand.
“This is a big project for her and something she’s been working on for the last year,” a source told Us Weekly in July.
The actress attended Bezos and Lauren Sanchez’s lavish wedding in Venice in June 2025, sparking speculation about the origins of their friendship.
The brand is the latest entrepreneurial move for Sweeney, who founded production company Fifty Fifty Films in 2020. The company has co-produced hits such as “Anyone But You” and “The Housemaid,” the latter of which recently grossed more than $200 million at the global box office.
