Inclusive sizing, PR stunts, and sexy lingerie. Here's what we know about Sydney Sweeney's new lingerie brand, Syrn.&nbsp;

If there&rsquo;s one way to announce a lingerie brand in 2026, it&rsquo;s apparently by hanging bras on the Hollywood Sign&mdash;permission optional. That&rsquo;s exactly how <a href="https://www.lofficielusa.com/pop-culture/sydney-sweeney-cleavage-dress-braless-the-housemaid-premiere-movie-photos" target="_blank" rel="noopener">Sydney Sweeney</a> kicked off the launch of her new lingerie label, Syrn, with a PR move so chaotic it immediately set the internet (and reportedly a few legal teams) on fire. Lawsuits? Fines? Charges? Maybe. Attention? Absolutely secured.
And honestly, if you&rsquo;re trying to enter a post-Skims lingerie landscape, shock value is kind of the ante.
The obvious question: Is Sydney Sweeney gunning to be the next Skims?&nbsp; Like Kim Kardashian before her, Sweeney is leveraging her own body-centric pop culture persona, one that&rsquo;s been carefully curated over years of <a href="https://www.lofficielusa.com/fashion/sydney-sweeney-no-bra-braless-cleavage-the-housemaid-movie-premiere-red-carpet-photos" target="_blank" rel="noopener">body-positive looks</a> on the red carpet and an internet obsession that refuses to look away.
Syrn, on paper, makes sense. The brand launches with an inclusive and quite impressive size range (30B to 42DDD), prices largely under $100, and a clear emphasis on comfort-meets-sex appeal. It&rsquo;s lingerie designed to be worn for yourself first; whether that&rsquo;s under sweats, a sheer dress, or nothing at all. In the official press release, Sweeney dives into her own history of wearing bras and is on a mission to get rid of the uncomfortable bits, including annoying straps and wires that dig into the skin.&nbsp;

sydney sweeney hollywood sign; sydney sweeney syrn lingerie brand

What&rsquo;s perhaps most interesting isn&rsquo;t the product&mdash;it&rsquo;s the money. Syrn is backed by Coatue, the powerhouse investment firm with deep ties to Jeff Bezos. Suddenly, Sweeney&rsquo;s recent appearance at the <a href="https://www.lofficielusa.com/pop-culture/jeff-bezos-lauren-sanchez-wedding-venice-celebrity-guest-list" target="_blank" rel="noopener">Bezos/S&aacute;nchez</a> wedding feels less random celebrity cameo and more quiet business networking. Coincidence? Maybe. Strategic? Almost definitely.
Still, Syrn isn&rsquo;t pretending to reinvent lingerie by any means. It&rsquo;s selling fantasy, flexibility, inclusivity, and self-expression alongside Sweeney&rsquo;s very specific brand of modern sex appeal. That alone won&rsquo;t dethrone Skims overnight, but it does place Syrn confidently in the conversation.&nbsp;
Whether Syrn becomes a lasting empire or just the buzziest lingerie launch of the year remains to be seen. But one thing&rsquo;s clear: Sydney Sweeney knows exactly how to make an entrance.
Syrn will launch on January 28, available exclusively at&nbsp;<a href="https://tracking.launchmetrics.com/?ref=LhQAAM-NfUrVQJQKn93Xpt1mPql5aO2xAQAAAAP65om8qwAGtXuPUH3zTPkiJDKCKVlvKSXelIY5gJy37sJxWPvqmfaZaJ9IqVwW3FbYiQRuq1rkM5lu_geutlsdM6Jw8-qXt4FfDoczm24j0F8Ukk5IkCgJI8pJrCOgzMAdIAdwnsJoneAMPRzD9j8PqNSGpNWbaUlXY8NXwVyJqNP-WfcBQpsuk8_yvVNs_Qvq7jL4A5rlhwTGrFvTQn4" rel="noopener" target="_blank" data-saferedirecturl="https://www.google.com/url?q=https://tracking.launchmetrics.com/?ref%3DLhQAAM-NfUrVQJQKn93Xpt1mPql5aO2xAQAAAAP65om8qwAGtXuPUH3zTPkiJDKCKVlvKSXelIY5gJy37sJxWPvqmfaZaJ9IqVwW3FbYiQRuq1rkM5lu_geutlsdM6Jw8-qXt4FfDoczm24j0F8Ukk5IkCgJI8pJrCOgzMAdIAdwnsJoneAMPRzD9j8PqNSGpNWbaUlXY8NXwVyJqNP-WfcBQpsuk8_yvVNs_Qvq7jL4A5rlhwTGrFvTQn4&amp;source=gmail&amp;ust=1769611800779000&amp;usg=AOvVaw14Jktw94ElRn43wOaxljTK">syrn.com</a>

Is Sydney Sweeney's Lingerie Brand the Next Skims?

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Is Sydney Sweeney's Lingerie Brand the Next Skims?