Sydney Sweeney is leaving her mark on the lingerie biz.
The “Euphoria” actress, 28, gave fans their first look at her forthcoming intimates brand Syrn on Sunday, teasing the launch with a sultry video of herself in some of the designs.
In the short clip, which appears on the brand’s website, Sweeney models a black lace bra, matching underwear and a black garter belt while writing “coming 1/28. xo, Syd” in red lipstick on a mirror. The site currently displays the message: “i’m coming for you…”
Her hair was blown out in bombshell waves and she modeled opera-length mesh gloves with heavily lined eyes.
Fans will have to return on Wednesday to shop, it appears.
But the brand launch isn’t without controversy. Just days before the debut, Sweeney was filmed scaling the iconic Hollywood sign and draping bras from its letters — a guerrilla marketing stunt that may land her in legal hot water.
TMZ reports she obtained a permit to film near the landmark but had no authorization to climb or touch the sign itself, potentially exposing her to criminal trespass or vandalism charges.
The Emmy nominee has been developing Syrn for about a year with backing from Coatue, a private equity firm that received a $1 billion injection from Jeff Bezos and Michael Dell, according to reports.
Ben Schwerin, a partner at Coatue and former Snap executive, is championing the brand.
“This has been a huge project for her and something she’s been working on for the last year,” an insider told Us Weekly in July.
The actress attended Bezos and Lauren Sánchez’s extravagant Venice wedding in June 2025, sparking speculation about the origin of their friendship.
The brand is the latest entrepreneurial move for Sweeney, who founded production company Fifty-Fifty Films in 2020. The company has co-produced hits including “Anyone But You” and “The Housemaid,” the latter of which recently crossed $200 million at the global box office.
