Sydney Sweeney Heats Things Up Teasing Lingerie Launch With Spicy Pics [WATCH]

Actress Sydney Sweeney announced the launch of her new lingerie brand, Syrn, set to debut Jan. 28, unveiling promotional photos and details about the line while also drawing attention for an unauthorized stunt near the Hollywood sign, as reported by Fox News.

Sweeney, 28, shared the announcement on Tuesday on social media alongside photos promoting Syrn, pronounced “sye-rin.”

The lingerie brand will debut with four core style personas — Comfy, Playful, Romantic, and Seductress — and will offer 44 sizes ranging from 30B to 42DDD.

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According to materials released with the announcement, most pieces in the collection will be priced under $100.

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In a statement provided through a press release obtained by Fox News Digital, Sweeney explained her motivation for launching the brand and emphasized a focus on fit and versatility.

Sydney Sweeney for her new lingerie brand, SYRN pic.twitter.com/pVpEpgmQbp

— Peter (@hiPETERR) January 27, 2026

“I was in the 6th grade with DDs. I hated the bra I had to wear,” Sweeney said. “When I bought my first cute bra that actually fit, I wore it to pieces. Designing for different bodies is a huge part of Syrn.”

She added that the brand is intended to reflect the range of roles women move through in daily life.

“I wanted to create a place where women can move between all the different versions of who we are,” Sweeney said.

“I love working on cars, I go waterskiing, I’ll dress up for the red carpet, then go home to snuggle my dogs. I’m not one thing, no woman is.”

“Lingerie is such a fun way to express yourself,” she continued. “You get to feel feminine, and you get to feel powerful. You get to keep it all for yourself, if you want.”

Sydney Sweeney for SYRN, her new lingerie brand pic.twitter.com/cjNdE1hw7U

— Don’t Dox Me (@VelvettyWords) January 28, 2026

The Emmy-nominated actress has reportedly been developing the lingerie line for more than a year.

A source familiar with the project previously told Us Weekly that Syrn has received backing from Jeff Bezos and his wife, Lauren Sánchez Bezos.

“This has been a huge project for her and something she’s been working on for the last year,” the source said.

Syrn has also received backing from Ben Schwerin, a partner at private equity firm Coatue. Coatue recently launched a fund focused on investing in high-growth public and private technology companies.

Sydney Sweeney debuts her new lingerie brand, SYRN. pic.twitter.com/GVDTRgq4Wk

— Dr. Clown, PhD (@DrClownPhD) January 27, 2026

According to The Wall Street Journal, family offices tied to Bezos and PC company founder Michael Dell committed $1 billion in initial capital to the fund.

A pitch deck viewed by the Journal indicated the fund aims to invest between 20% and 50% of its assets in private investments, with the remainder allocated to public stocks.

One day before the Syrn announcement, Sweeney appeared in a video that quickly spread online, showing her near the Hollywood sign late at night.

Sydney Sweeney reclaiming her body from Hollywood by putting her new lingerie line on the Hollywood sign. pic.twitter.com/1vR0VyyWvI

— kayla (@jadedkayla) January 26, 2026

In footage obtained by TMZ, Sweeney is seen wearing black cargo pants, a black hoodie, and a black hat while hanging a clothesline of bras over the sign as part of a promotional effort.

According to TMZ, Sweeney and her team obtained a permit from FilmLA to shoot near the Hollywood sign but did not have permission to climb or touch the sign itself.

In an email to the outlet, the Hollywood Chamber of Commerce confirmed the production was not authorized.

“There was no permission granted to do this, as is required,” the Hollywood Chamber of Commerce said.

The chamber later reiterated that it owns the intellectual property rights to the image of the Hollywood sign and that any commercial use requires approval.

“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,” said Chamber President and CEO Steve Nissen.

TMZ reported that Sweeney could potentially face charges related to criminal trespassing or vandalism. However, the Los Angeles Police Department told Fox News Digital that there is currently no investigation.

“No crime was committed,” a department representative said.

Representatives for Sweeney did not immediately respond to Fox News Digital’s request for comment.

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