Sydney Sweeney is officially a lingerie mogul. The ‘Euphoria’ star has launched ‘SYRN’ (pronounced “sye-rin”), her own intimate brand that’s been years in the making.

The announcement follows Sunday’s headline-grabbing Hollywood Sign stunt, where the 28-year-old and her friends were spotted draping bras across the iconic landmark. While the Hollywood Chamber of Commerce confirmed no permission was granted for the guerrilla marketing move, it certainly got people talking about what was coming.

Speaking to Elle, the ‘Housemaid’ actress explained the personal mission behind the brand:

“I wanted to build a lingerie brand that feels like it understands women instead of talking at them. Syrn is about confidence without pressure, feeling sexy, powerful, soft, playful, or all of the above, depending on the day. As the sole founder, my vision was to create something that lives in real life and doesn’t hold anyone back.”

The brand’s origin story is rooted in Sweeney’s own experiences. In a press release, she shared:

“I was in the 6th grade with DDs. I hated the bra I had to wear. 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.”

To that end, the collection spans 44 sizes, ranging from 30B to 42DDD, with most pieces priced under $100. The line is structured around four distinct personas: Comfy, Playful, Romantic, and Seductress. Each category reflects different facets of modern femininity, from everyday basics to sultry statement pieces.

The first drop, Seductress, launches tomorrow (January 28) at 9 a.m. PST on SYRN.com. Early access shoppers who signed up ahead of time can start shopping an hour earlier at 8 a.m. PST. The remaining collections, Comfy, Playful, and Romantic, will roll out in the coming months.

With the launch, the ‘White Lotus’ star joins the ranks of celebrity-backed lingerie brands like Rihanna’s Savage X Fenty and Kim Kardashian’s SKIMS. The difference? She’s the sole founder, giving her complete creative control over the direction and messaging of the brand.

Thoughts?

[Photo Credit: SYRN]