Is this Sidney Sweeney’s most revealing project to date?
The 28-year-old actress today launched her own lingerie brand, Syrn, with a collection of lace bras, plunging bodysuits and va-va-voom corsets.
Titled “All About the Assets,” the drop retails from $19 to $269 and comes in bra sizes 30-38 A-DDD/F and underwear sizes XXS-3X (although the minimum and maximum sizes don’t appear to be available at launch, and the press release says the final size will be 42DDD).
Sweeney has been promoting the direct-to-consumer line to her 26 million Instagram followers with ever-racier campaign photos and behind-the-scenes videos.
In one shot, she styles a vampy set with a lace mask and a dramatic fluffy coat. In another photo, she admires her reflection in the mirror while showing off a lace thong.
Some of the clips lean into the concept of “the art of teasing,” which the brand says was the focus of the first drop. Sweeney stretches out his long legs from behind a screen in his dressing room, pointing his stiletto toes. She then waggled her mesh-gloved fingers provocatively at viewers.
The images were taken by celebrity photographer Ellen von Unwerth, known for her pin-up Guess campaigns starring Claudia Schiffer and Elsa Hosk.
Von Unwerth is behind the Seductress aesthetic, one of four personalities reflected in the Syrn brand, the other four being Comfortable, Playful and Romantic. Photographer Frances O’Sullivan shot the romantic campaign and Jess Wasson captured the confit images.
“I wanted to create a place where women could move between different versions of themselves,” Sweeney said in a statement ahead of the launch. “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.”
But Syrn’s branding leans on the cheeky side, with one tagline describing the brand as “From the heart, brain, and boobs of Sydney Sweeney,” and product names include “String You Along Song” and “Hot Line Garter Belt.”
To promote the launch, Ms. Sweeney pulled a guerilla marketing stunt, climbing the Hollywood sign with her team and draping a bra over the iconic letters, which she posted on social media on Monday.
The move made headlines but could have legal ramifications for the team. The Hollywood Chamber of Commerce, which owns the trademark rights to the image on the billboard, admitted that Sweeney did not have proper permits for the stunt.
The organization said in a statement that the production was “not sanctioned by the Hollywood Chamber of Commerce and we were not aware of this in advance.”
