Sydney Sweeney is igniting excitement with stunning photographs as she gears up for the launch of her new lingerie brand. This announcement comes just ahead of the much-anticipated debut on January 28, and the striking promotional images truly capture the essence of what’s to come.
On Tuesday, the talented 28-year-old actress shared her big news on social media, showcasing eye-catching visuals that highlight her upcoming line, Syrn (pronounced "sye-rin"). In a heartfelt statement shared via a press release, Sweeney reflected on her personal experiences with lingerie, saying, "I was in sixth grade and already wearing DD cups. I really disliked the bras available to me then. But when I finally found a cute bra that fit well, I wore it until it was threadbare. Designing for diverse body types is an essential aspect of Syrn."
Sweeney expressed her desire to create a brand where women can embrace all facets of their identities. "I enjoy working on cars, love waterskiing, and relish the chance to dress up for the red carpet, only to return home to cuddle my dogs. I believe that no one is just one thing, and that applies to all women," she continued.
She emphasized the importance of lingerie as a means of self-expression: "It's such a delightful way to express who you are. You can feel both feminine and empowered, and it’s entirely for you if you choose to keep it private."
Fans can expect a diverse range of options from Syrn, which will feature 44 sizes, encompassing everything from 30B to 42DDD, with most items priced under $100. The collection is thoughtfully organized into four distinct personas, each influencing the style of the pieces: Comfy, Playful, Romantic, and Seductress.
Notably, the Emmy-nominated actress has been diligently working on this lingerie line, which has attracted support from notable figures, including Jeff Bezos and his wife, Lauren Sánchez Bezos, according to a source familiar with the project. "This has been a significant undertaking for her, and she has poured a year of hard work into it," the insider revealed.
Moreover, Sweeney's venture has garnered backing from Ben Schwerin, a partner at the private equity firm Coatue, which recently initiated a fund dedicated to investing in high-growth tech companies. Reports indicate that Bezos's family office, along with Michael Dell's, has committed a substantial $1 billion to launch this fund.
A pitch deck reviewed by The Wall Street Journal pointed out that the fund aims to allocate between 20% to 50% of its assets toward private investments, while the remainder will focus on public stocks.
Interestingly, just a day before revealing her lingerie line, Sweeney made headlines for a daring stunt involving the iconic Hollywood sign, which she climbed under the cover of darkness to send a message related to her brand's launch. Dressed in black cargo pants, a hoodie, and a hat, she hung a line of bras from the sign, capturing it all on video.
While Sweeney and her crew had a permit to shoot near the Hollywood sign, they lacked permission to actually climb or alter the sign itself. According to TMZ, the Hollywood Chamber of Commerce, which holds the intellectual property rights for the image of the sign, confirmed that Sweeney did not have authorization for her actions.
The Chamber stated, "There was no permission granted to do this, as is required." As a result, Sweeney could potentially face charges of criminal trespassing or vandalism. However, representatives from her team have not provided any immediate comments regarding the incident.
Fortunately for Sweeney, the Los Angeles Police Department has clarified that there is currently no investigation into her actions, asserting that "no crime was committed."
In a follow-up to these events, Steve Nissen, President and CEO of the Hollywood Chamber of Commerce, issued a statement emphasizing that the production involving Sydney Sweeney was not sanctioned and that they were unaware of it beforehand. He reiterated that any commercial use of the Hollywood sign requires permission from the Chamber, which was not acquired in this case.
