Sydney Sweeney Launches SYRN Holiday Shop with Festive Lingerie Collections

Avatar photoRobert Milaković
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Celebrity-founded brands thrive on public interest, and few have maintained the buzz quite like Sydney Sweeney. Since debuting her lingerie line SYRN earlier this year, the ‘Euphoria’ and ‘The Housemaid’ star has treated each new release as a mini-event.

The brand made its debut on January 28, following a headline-grabbing teaser featuring Sweeney draping bras over the Hollywood sign. This stunt faced backlash from the Hollywood Chamber of Commerce for lacking permission, although the LAPD confirmed there was no investigation. Nevertheless, it proved effective as marketing, with the first “Seductress” drop selling out in mere hours.

Now, SYRN is gearing up for its most significant seasonal push yet. On October 21, Sweeney shared a new campaign video on Instagram announcing that the SYRN holiday shop will open on October 27, featuring four holiday collections, starting with the Comfy drop. The campaign reimagines classic Christmas movie moments through the lens of festive lingerie and loungewear.

The video begins with Sweeney lounging on a couch in a cozy sweater, indulging in an oversized bowl of ice cream, reminiscent of Kevin McCallister’s iconic scene in ‘Home Alone 2’. She then turns on a vintage TV, setting the stage for a series of scenes inspired by beloved holiday films, including nods to ‘How the Grinch Stole Christmas’ and ‘The Nightmare Before Christmas’.

This playful approach leans into shared memories rather than a straightforward product shoot. By incorporating familiar scenes, the campaign offers followers something to engage with and discuss, which is a hallmark of the brand.

One standout image features Sweeney in a red set from SYRN’s upcoming Romantic collection, complete with a bow bra, lace garter belt, and sheer veil that adds a retro bridal flair. The satin bows give the entire look the feel of a gift-wrapped present, making it the most talked-about image online.

Other looks exude coziness and playfulness. A plaid top paired with matching pajama pants from the Playful capsule pays homage to Cindy Lou Who, while a baby blue set styled with sheer gloves and lace tights presents a softer aesthetic. The Comfy drop, which kicks off the collection, focuses on sweaters and knee-high socks.

SYRN is designed around four themes that reflect different moods: Comfy, Playful, Romantic, and Seductress. The brand offers 44 sizes, ranging from 30B to 42DDD, with most styles priced under $100.

Sweeney is the sole founder and creative lead, holding equity in the business, which is backed by Coatue Management’s technology fund. She aims to create a brand that “feels like it understands women instead of talking at them,” as she shared with Elle, emphasizing the goal of fostering confidence without pressure.

The holiday launch continues a steady stream of releases. In February, SYRN unveiled its “Somewhere Only We Know” collection, centered around romance and timed for Valentine’s Day. In September, Sweeney celebrated her birthday with a vintage-style baking video promoting the “Birthday Boobs” collection.

Each campaign has embraced a unique concept, from gardening in lace to baking in a 1970s kitchen, and the holiday shop represents the most elaborate iteration of this formula yet. It arrives at a pivotal moment, just before the shopping season.

The true test will begin when the shop opens and the four collections go live. If past launches are any indication, early access and rapid sellouts could once again dominate the conversation, especially for the Romantic pieces that have garnered the most buzz.

For Sweeney, this venture provides a platform that complements her acting career, with each campaign enhancing her reputation as someone who knows how to convert attention into sales.

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