Sydney Sweeney’s Sultry Selfies in Black Bra and Thong Highlight a Special Detail
Sydney Sweeney is making waves with her lingerie brand, Syrn, where she serves as both the model and creative force. Since its launch on January 28, the brand has quickly distinguished itself from typical celebrity ventures, attracting significant investment from Coatue Management, with notable backers like Jeff Bezos and Lauren Sánchez Bezos. The initial collection sold out almost instantly, showcasing the brand’s appeal.
In a recent campaign, fans were captivated by Sweeney’s mirror selfies shared on September 27, featuring the Smooth Cup Demi Bra in After Dark. The actress paired the black lingerie with matching underwear and a delicate gold necklace adorned with pavé diamond initials “S” and “B,” which many speculate is a nod to her boyfriend, Scooter Braun.
The necklace has sparked discussions, as neither Sweeney nor her brand has clarified its significance. Reports from Fox News and other outlets suggest the initials correspond to those of Braun, with the necklace first appearing in a prior campaign featuring the same bra in a different color.
Sweeney’s styling for the shoot was effortlessly chic, with her honey blonde hair cascading in loose waves, complemented by smudged black eyeliner and a deep mauve lip. The smooth-cup design of the bra is intended for everyday wear, similar to the brand’s Romantic Demi bra.
The couple’s relationship timeline reveals they met in June 2025 at the wedding of Jeff Bezos and Lauren Sánchez in Venice, as reported by People. Us Weekly confirmed their relationship in April, and they have since become more public, attending events like the Venice Film Festival and sharing moments on social media.
Syrn is not just about aesthetics; it embodies a business strategy. The brand features four personas: Seductress, Romantic, Playful, and Comfy. The Comfy line, launched on March 4, was the final debut capsule, and the brand offers an impressive range of 44 sizes, catering to a diverse customer base.
Sweeney’s personal experiences with ill-fitting bras inspired her vision for Syrn, aiming to reflect the multifaceted nature of her customers. The brand’s marketing approach has been bold, with campaigns that generate significant buzz, reminiscent of her earlier jeans advertisement.
As Syrn evolves, Sweeney has taken a step back to focus on creative direction, allowing other women to shine in front of the camera. The recent collection, ‘My First Rodeo,’ and a late-summer drop with embroidered details showcase this shift. Additionally, Sweeney filed a trademark application hinting at a potential beauty line.
The current campaign demonstrates the effectiveness of this strategy. Simple mirror selfies resonate with audiences and create conversations, especially with intriguing details like the initials on her necklace. Fans and media outlets have eagerly engaged with the content, amplifying its reach.
Sweeney’s established fame from roles in ‘The Housemaid’ and ‘Euphoria’ provides Syrn with built-in visibility. The challenge lies in converting that attention into successful product launches and sold-out collections.
For now, Sweeney’s selfies are achieving their intended purpose: promoting her brand, sparking interest in her relationship, and keeping Syrn at the forefront of discussions. Fans will undoubtedly be watching to see if the necklace becomes a signature piece in her collection.
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