Sydney Sweeney’s lingerie brand SYRN turned heads this week after sharing a photoshoot featuring Olivia “Livvy” Dunne, sending ripples through the fashion and financial worlds.
The Instagram post showing Dunne posing in SYRN’s boyshorts hinted at a possible collaboration that not only excited fans but reportedly sent Victoria’s Secret shares tumbling more than 4%.
The post immediately drew attention across social media, where fans jumped into the comments to share their reactions.
One user wrote, “I would love to see a Sydney Sweeney & Livvy Dunne collab,” while another called it “the collab everyone has been waiting for.”
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Dunne, a retired NCAA gymnast and massive online presence with more than 5 million followers, has built a reputation for turning brand features into viral moments.
Her appearance for SYRN amplified that energy, creating speculation over how a partnership could reshape the lingerie landscape.
Victoria’s Secret did not issue an immediate statement when asked about the sudden stock drop following SYRN’s viral post.
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The financial dip comes at a delicate moment for Victoria’s Secret, which has been trying to recapture its former dominance through marketing moves celebrating “unapologetically sexy” imagery.
The company’s leadership had hoped its revival, including the comeback of the Fashion Show, would reverse years of decline triggered by a controversial rebrand.
Sydney Sweeney, best known for her role on “Euphoria,” has leaned fully into her entrepreneurial side with the launch of SYRN. Her ability to generate attention around fashion and lifestyle campaigns has made her a formidable industry disruptor.
Her power as a pitchwoman was proven when a jeans campaign with American Eagle last year led to a surge in sales and reportedly attracted around a million new customers. Just last week, another Sweeney-fronted American Eagle ad helped the brand’s stock jump 9%.
Image Credit: SYRN
However, Sweeney’s marketing has not come without controversy. A prior campaign sparked backlash online, with critics hurling accusations that it resembled “Nazi propaganda.”
Despite the uproar, the campaign not only boosted American Eagle’s shares but even earned commentary from President Trump.
For Victoria’s Secret, adapting to the new competitive landscape has meant embracing new talent.
The company has expanded its fashion lineup to include gymnast Suni Lee, WNBA star Angel Reese, and model Ashley Graham as part of a more inclusive public image.
The brand’s renewed focus on sex appeal and star power has fueled a 70% rise in its stock over the past six months.
The comeback followed years of struggling after the company distanced itself from its iconic Angels and canceled its long-running Fashion Show in response to backlash tied to the #MeToo era and its connections to Jeffrey Epstein.
Multiple leadership changes have defined Victoria’s Secret’s ongoing transition.
Current CEO Hillary Super, who took the helm in September 2024, said the company’s 2025 Fashion Show drew strong customer demand, with shoppers paying full price and selling out several items.
Super told The Wall Street Journal that Victoria’s Secret plans to remain “very unapologetically sexy,” explaining that previous efforts to avoid controversy had left the brand “a bit watered down.”
Her predecessor, Martin Waters, echoed that shift, saying he supported her approach and admitted that the company had once been seen as “inappropriate and off-color.”
Now, with Sweeney’s SYRN entering the same market and gaining social buzz with influencer backing, Victoria’s Secret finds itself at a fresh crossroads.
The sudden stock movement sparked by Dunne’s appearance suggests the next big fight for dominance in the lingerie industry may already be underway.
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