Sydney Sweeney is back in the headlines, but not for a film or TV project. The star who rose to fame with Euphoria and The Housemaid has officially entered the world of fashion, launching her own lingerie brand, SYREN. The first pieces from her collection dropped yesterday, January 28.
She’s been sharing multiple posts on her official Instagram handle, giving fans a sneak peek at the collection and the pieces her brand will offer.
The apparel includes strappy bodysuits, tank tops, bralettes and several other designs. Her postscript read “The secret is finally out. Say hello to Syren. This is lingerie you wear for you. No explanation. No apology. Siren is coming for you. On 1.28, there is so much more I can’t wait to show.”
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The lingerie comes in various sizes, ranging from 30B to 42DDD, with most styles priced under $100. Pieces are tailored for different moods categorised as comfort, playful, romantic and seductive.
Personal inspiration
Sweeney explained the personal inspiration behind the brand in a press release. She revealed that as a sixth grader, she struggled to find bras that fit properly. “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 Siren,” she said. “I want to create a place where women can move between all the different versions of who we are. I love working in cars. I go water skiing. I dress up for red carpets, and I go home to snuggle with my dogs. I’m not one thing. No woman is.”
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The launch has already grabbed attention because of its bold ad stunt.
A viral video obtained by TMZ shows Sydney Sweeney, along with a group of people, climbing the Hollywood sign and draping bras over the letters while carrying duffel bags full of lingerie.
Although her team reportedly secured a filming permit from Film LA, they did not get approval from the Hollywood Chamber of Commerce. That organisation controls the landmark and could take legal action if it decides that the stunt violated their rules for commercial use.
