Sydney Sweeney is launching her new direct-to-consumer lingerie brand, Syrn, today with a debut built around what she calls “the art of the tease” in a statement.
The actress shares the brand reflects women’s many sides, explaining, “I’m not one thing, no woman is.” In a post to social media, Sweeney told her fans “this is lingerie you wear for YOU, no explanation, no apology.”
Syrn is organized around four personas…Comfy, Playful, Romantic, and Seductive…with the first drop focused on Seductive and the others rolling out later.
The line emphasizes inclusive fit, offering 44 sizes and looks to address common comfort issues.
The brand was teased earlier this week through a viral stunt that saw Sweeney hang bras on the Hollywood Sign.
The Hollywood Chamber of Commerce is still apparently investigating the incident, noting in an email seen by “TMZ” that her team did not seek approval to use images of the sign for commercial purposes.
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