Sydney Sweeney turns a birthday party into the provocative concept for a lingerie campaign

Sydney Sweeney is blending her personal image with her entrepreneurial endeavors to launch the latest collection from Syrn, her lingerie brand established on January 28, 2026. The actress has centered the provocative concept for this announcement around the celebration of her 29th birthday on September 12, 2026, with the official launch scheduled for September 1, 2026.

The campaign showcases Sweeney in festive settings, modeling the new garments. The visuals include scenes of her preparing pastries while wearing lingerie and sliding across a table towards a cake in a black set with a garter belt, escalating the sensuality. The campaign also features shots where she foregoes a top, covering her chest with small cakes, which has generated significant buzz on social media.

Developed since 2024, Syrn aims to convey a message of empowerment. Sweeney stated in an interview with Cosmopolitan that she seeks "to show women that we can reclaim our power and be liberated." The brand, conceived by an all-female team and featuring models of diverse body types, sold out its initial catalog within hours.

In parallel with her business ventures, the actress, known for her roles in 'The Housemaid' and 'Immaculate,' is preparing for her return to cinema. Syrn is not a self-funded personal brand but is backed by Coatue Management, with investors including Jeff Bezos. Sweeney is set to star in a contemporary reimagining of Sleepy Hollow, directed by Lindsey Anderson Beer, where she will portray Van Tassel in a gothic-tinged erotic thriller.

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to show women that we can reclaim our power and be liberated