Sidney Sweeney knows how to make people wait.
The “Euphoria” actress, 28, will officially launch her new lingerie line Syrn (pronounced “sherin” according to the brand) on Jan. 28 with a drop model built around what she calls “the art of teasing.”
“I wanted to create a space where women can move between different versions of ourselves,” Sweeney said in a statement. “I love working on cars. I go water skiing. I dress up for red carpets and then go home and snuggle with my dog. I’m not special. Women aren’t special either.”
The direct-to-consumer brand centers around four distinct personas: comfortable, playful, romantic, and seductive. Its debut drop focuses on the latter mood, with the remaining three worlds rolling out in the coming months.
Each collection is brought to life through a campaign shot by a female photographer. Frances O’Sullivan shot the Romantic campaign, Jess Wasson shot the Confit Line, and German photographer Ellen von Unwerth, who has worked on iconic campaigns for Guess and Victoria’s Secret, shot the images for Seductress.
The actress first teased the new brand on Sunday, publishing a video on the company’s website in which she wears a black lace lingerie set and scrawls the release date in red lipstick on a mirror.
A few days ago, she scaled the Hollywood sign under cover of darkness and hung a Simbra clothesline above the letters. The act remains “under investigation” by the Hollywood Chamber of Commerce.
The line’s focus on fit is based on personal experience.
“I was in sixth grade with DD. I hated the bras I had to wear,” Sweeney said in the release. “The first time I bought a cute bra that actually fit, I wore it to pieces. Designing for different bodies is a big part of Syrn.”
To that end, the brand offers 44 sizes from 30B to 42DDD, with most styles priced under $100. According to the release, the team focused on addressing common complaints such as straps digging in, bands breaking, and scratchy fabrics.
“Lingerie is such a fun way to express yourself,” she added. “You can feel feminine, you can feel powerful. If you want, you can have it all to yourself.”
Campaign images that have already been released show Sweeney in a variety of moods, including lounging in a rose garden in delicate lace, posing in an empty theater in a white corset and cutouts, and channeling a retro movie vibe with a vintage diner vibe paired with a red “Marry Me Fly Free” crop top.
Syrn has reportedly been in development for about a year with the backing of private equity firm Coatue, which received $1 billion in funding from Jeff Bezos and Michael Dell.
