Sydney Sweeney is entering the lingerie market with the confidence of someone who knows exactly why she’s there. On January 28, the Emmy-nominated actress will debut Syrn—pronounced “siren”—a line shaped by four style identities: Comfy, Playful, Romantic and Seductress. The rollout comes with a set of promotional images that leave little doubt about the brand’s intent: controlled, unapologetic, and very aware of the male and female gaze.
Sweeney says the idea started early. She has spoken openly about developing young, wearing bras that felt functional but joyless, and discovering—later—what it meant to find lingerie that actually fit and looked good. Syrn, she argues, is designed around that moment of clarity. The line caters to a wide range of bodies, offering 44 sizes from 30B to 42DDD, with most pieces priced under $100. Accessibility, in fit and cost, is part of the pitch.
The actress frames the brand less as a costume and more as a switchboard. One woman, many modes. Sweeney has described her own life in practical terms—cars, waterskiing, red carpets, quiet nights at home—and Syrn mirrors that fluidity. Lingerie, in her view, isn’t about performance alone. It can be private, functional, indulgent, or quietly powerful, depending on the day.
Behind the scenes, Syrn has serious financial muscle. The project has received backing from Jeff Bezos and Lauren Sánchez Bezos, along with investment from Ben Schwerin, a partner at private equity firm Coatue. According to sources close to the brand, Sweeney has been developing the line for over a year, positioning it carefully before stepping into a crowded but lucrative market.
For Sweeney, Syrn isn’t a celebrity vanity play dressed up in lace. It’s a business move rooted in fit, range, and self-definition—sold with sex appeal, yes, but anchored in control. In an industry that often talks about empowerment while selling fantasy, Syrn is betting there’s room for both.
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Last modified: January 28, 2026
