Sydney Sweeney has once again taken the lead role modelling her own lingerie line, sharing a new campaign for Syrn that showcases a plunging bra and pyjama set alongside French-Canadian model Amélie Tremblay, sending fans into a frenzy online.
Sydney Sweeney has proven once more that she remains the best possible model for her own lingerie brand. In a new set of promotional photos, the 28-year-old actress showcases a plunging bra and pyjama set from Syrn, posing alongside French-Canadian model Amélie Tremblay to display the sleepwear from multiple angles. The campaign also included a short clip of Sweeney dancing to the Neon Trees track “Animal,” which quickly generated significant engagement across social media, with fans rapidly sharing the images across multiple platforms within hours of the post going live.
Fan reaction
The new images drew an enthusiastic response from Sweeney’s followers. “This is about to break the internet,” one fan commented, while another wrote: “Syd, you are the prettiest!” A third added: “No one knows their target audience better than Sydney Sweeney.”
The story behind Syrn
Sweeney launched Syrn earlier this year as a direct-to-consumer lingerie brand, having spent time developing the label since mid-2024. Speaking to Cosmopolitan in January, she explained her motivation behind the venture: “I want to show women that we can take back our power and fully free ourselves.”
The brand operates on a limited product drop model rather than following traditional seasonal collections, and its initial launch sold out within hours, prompting restocks of several of its most popular bras, underwear and sleepwear pieces. Sweeney has said she was closely involved in every stage of the brand’s development, working alongside her team on fabric selection, fit, marketing and campaign imagery.
Despite fitting what some might see as a narrow beauty archetype herself, Sweeney has stressed that Syrn is built around a diverse, female-first approach. “My designers are all women, and I have an amazing diverse team. My models are a beautiful range of body types,” she said, framing the brand as focused on comfort and confidence rather than luxury or high-fashion positioning alone. Since its launch, Syrn has expanded beyond lingerie to include pyjamas, robes and loungewear, with the latest campaign specifically promoting its growing sleepwear range.
A growing business empire
Marketing analysts have pointed to Sweeney’s substantial social media following as a key driver behind the brand’s rapid early success, allowing her to promote new collections directly to millions of fans without relying heavily on traditional advertising. Syrn has become one of the biggest entrepreneurial ventures in a business portfolio that Sweeney has increasingly built outside of acting, spanning fashion, beauty and various brand partnerships.
Staying in shape
Sweeney has previously spoken about how she maintains her physique, revealing she takes regular classes at the boutique fitness studio Solidcore, described as a “high-intensity, low-impact full-body workout on a Pilates-inspired reformer.” Speaking to Women’s Health, she said she attends classes several times a week, adding that the workouts leave her feeling “toned and strong.”
