Sydney Sweeney is stepping into the fashion world with a deeply personal new venture. Just one day after sparking curiosity when she was spotted near the Hollywood sign carrying bras, the actor has confirmed she is officially launching her own lingerie brand, SYRN (pronounced siren), in an exclusive reveal to Cosmopolitan.
The idea behind SYRN is rooted in Sweeney’s own experience growing up. “I was in the sixth grade with DDs. I hated the bra I had to wear,” she shared in a press release. “When I bought my first cute bra that actually fit, I wore it to pieces. Designing for different bodies is a huge part of SYRN.”
That commitment to inclusivity is reflected in the brand’s sizing and pricing. SYRN will be available in 44 sizes, ranging from 30B to 42DDD, with the majority of pieces priced under $100—a notable move in an industry often criticized for limited size ranges and high costs.
Rather than sticking to a single aesthetic, SYRN is structured around four core personas that guide the design of its lingerie collections: Comfy, Playful, Romantic, and Seductress. The goal, Sweeney explains, is to reflect the many sides of modern womanhood.
“I wanted to create a place where women can move between all the different versions of who we are,” she said. “I love working on cars, I go water skiing, I’ll dress up for the red carpet then go home to snuggle my dogs. I’m not one thing—no woman is.”
The brand’s debut begins with the Seductress collection, which is designed to celebrate confidence and sensuality without sacrificing comfort or fit. The first drop launches Wednesday, January 28 at 9 a.m. PST. Fans eager to shop early can sign up for advance access, which opens one hour earlier at 8 a.m. PST.
SYRN marks Sweeney’s latest expansion beyond acting, positioning her not just as a celebrity founder, but as a creator intent on solving a problem she personally faced. By centering fit, affordability, and versatility, the brand aims to speak to women who want lingerie that works for their bodies—and their lives.
With its inclusive sizing, clear point of view, and a founder who openly understands the struggle of finding the right bra, SYRN enters the lingerie space with both credibility and purpose.
