Actress and entrepreneur Sydney Sweeney has offered a candid look at the philosophy driving her recently launched lingerie label, SYRN. The brand’s core mission, she explains, is centered on empowerment and personal choice, moving decisively away from external validation.
Sweeney recently modeled pieces from the collection, showcasing items like a detailed lace bralette paired with a cropped jacket. However, the focus for the star is firmly on the message behind the apparel. She emphasizes that SYRN is a project about reclaiming personal narrative, developed by an all-female design team and cast with a diverse range of models to ensure inclusivity.
In discussing the brand, Sweeney directly addresses a frequent critique, rejecting the notion that such ventures are designed for a male gaze. “What is more of a ‘girl’s girl’ than owning your body and doing it for yourself?” she questioned, framing the line as an celebration of autonomy where the wearer’s intent—whether personal, for a partner, or for artistic expression—is paramount.
The inspiration for SYRN is deeply personal, rooted in Sweeney’s own experiences. She recalls a beloved bra from her youth that provided rare comfort and support, a feeling she aims to replicate for her customers. “I want to make bras that stay with women,” she stated, highlighting the practical challenge of creating supportive, well-fitting undergarments.
The launch of SYRN has not been without controversy, following an unauthorized promotional display at a famed Los Angeles landmark, which drew official criticism. Despite this, Sweeney’s focus remains on fostering a brand built on self-assurance and functional design, positioning SYRN as a label intended for the woman wearing it, above all else.