Sydney Sweeney launches new lingerie brand Syrn: How her Hollywood sign stunt makes so much more sense now Kaitlin ReillyJanuary 28, 2026 at 5:13 AM 0 Sydney Sweeney is launching a new business venture — in her skivvies. The star of The Housemaid announced on Tuesday her company Syrn, a new line of lingerie, and explained her stunt from earlier this week in which she decorated the Hollywood sign with bras. "The secret is finally out … say hello to @syrn," Sweeney wrote in an Instagram post. "This is lingerie you wear for YOU, no explanation, no apology. SYRN is coming for you on 1.
- - Sydney Sweeney launches new lingerie brand Syrn: How her Hollywood sign stunt makes so much more sense now
Kaitlin ReillyJanuary 28, 2026 at 5:13 AM
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Sydney Sweeney is launching a new business venture — in her skivvies. The star of The Housemaid announced on Tuesday her company Syrn, a new line of lingerie, and explained her stunt from earlier this week in which she decorated the Hollywood sign with bras.
"The secret is finally out … say hello to @syrn," Sweeney wrote in an Instagram post. "This is lingerie you wear for YOU, no explanation, no apology. SYRN is coming for you on 1.28 sign up now for early access at SYRN.com there's soo much more I can't wait to show you."
Across two Instagram posts on Tuesday, the Euphoria star shared videos and photos of herself wearing the line, which includes a mix of lacy bodysuits and more casual bra and underwear sets. There's also a red crop top that reads "Marry Me, Fly Free," which comes with matching shorts. According to TMZ, the line is backed by Amazon founder Jeff Bezos, whose wedding Sweeney attended in Venice, Italy, in June 2025.
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The news of Sweeney's Syrn explains an Instagram video the White Lotus alum posted on Monday, in which she and a team apparently snuck up to the Hollywood sign and decorated it with lingerie. The move — a stunt to seemingly promote Syrn — may, however, come with legal consequences. While Sweeney's Persuasion Pictures had a permit to film at the sign from the official film office of Los Angeles, FilmLA, they did not have permission from the Hollywood Chamber of Commerce, the organization that owns the intellectual property rights to the image of the Hollywood sign. Anyone intending to use or access the sign for commercial purposes "must obtain a license or permission from the Hollywood Chamber to do so," Hollywood Chamber CEO Steve Nissen told KTLA.
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"The Hollywood Chamber of Commerce did not grant a license or permission of any kind to the production involving Sydney Sweeney as reported by TMZ, nor did anyone seek a license or permission from the Chamber for that production," Nissen added. When asked whether charges against Sweeney could be filed, Nissen told the outlet that they "are still investigating how and under what authority (if any) the production accessed the site."
. (Sydney Sweeney/Instagram)
Yahoo has reached out to Sweeney's team and the Hollywood Chamber of Commerce for comment.
This is not the first time Sweeney has faced controversy for promoting a clothing brand. Last July, her jeans ad for American Eagle, in which the brand complimented her "good jeans," was accused by critics online of promoting white supremacy and eugenics.
Sweeney responded to the backlash in a December interview with People, telling the magazine that she is "against hate" and that she was "honestly surprised" by the reaction. "I did it because I love the jeans and love the brand," Sweeney said. "I don't support the views some people chose to connect to the campaign. Many have assigned motives and labels to me that just aren't true."
Source: "AOL Entertainment"
Source: Entertainment
Published: January 27, 2026 at 03:36PM on Source: OPERA MAG
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