Sydney Sweeney Turns Los Angeles Into a Runway for Her Bold Syrn Lingerie Launch

29 January 2026

When Sydney Sweeney stepped out onto the streets of Los Angeles in a striking set of dark purple lingerie to promote her newly unveiled brand Syrn, she did more than just walk through the City of Angels. She staged a full-blown fashion moment that blended haute couture sensibility with street-level attitude, turning a promotional campaign into a cultural talking point that has rippled through fashion circles, social media feeds and celebrity news pages alike. The 28-year-old actress, known for her roles in Euphoria and other hit projects, chose Los Angeles not just for its symbolic connection to fame and glamour but because it offered the sprawling, textured backdrop she needed to showcase a brand she hopes will redefine lingerie for a new generation.

For the Syrn campaign, which debuted on January 28 with visuals shot by acclaimed photographer Ellen von Unwerth, Sweeney appeared in a carefully styled ensemble that paired a wine-hued lace bra and matching thong with a cropped fur coat, oversized sunglasses and high heels as she strode through iconic city locations. The promotional photos and videos, shared on Syrn’s Instagram account with captions like Love at first Bite, captured her emerging from a vintage white car outside the United Artists Theatre, shedding outer layers to reveal the lingerie underneath while photographers captured every angle. The bold outing turned heads and sparked conversation about how far a celebrity-led fashion campaign can go when it blurs the lines between glamour, commerce and performance art.

Syrn, pronounced siren, launched with a collection nicknamed Seductress that showcased a series of lingerie pieces including the sold-out Seduction Bra, String You Along Thong and Hot Line Garter Belt in rich hues and delicate lace. The pieces, all of which are currently waitlisted on the brand’s website, exemplify a focus on sexy yet elevated intimates that Sweeney says are designed to make wearers feel empowered and stylish without compromising comfort. The campaign’s success, evidenced by rapid sell-outs and social media buzz, underscores the appetite for celebrity-curated fashion experiences that feel personal yet aspirational.

Sweeney’s fashion statement in Los Angeles did more than sell product though; it introduced a personality-driven approach to lingerie marketing that blends the actress’s own image with a compelling creative narrative. By choosing public spaces for her shoot including city streets and a prominent theatre backdrop, she invited onlookers and followers alike to see Syrn as part of everyday life rather than something confined to the pages of a glossy magazine or the rear view of a New York City fashion show. The imagery has sparked admiration from fans, many praising her boldness and style, while others have called the campaign provocative in ways that push the traditional boundaries of lingerie advertising.

Notably, this street-level promo came on the heels of an earlier stunt tied to the same brand that escalated the buzz around Syrn. In late January, a video circulated showing a production crew draping bras from the Hollywood sign, an audacious visual spectacle meant to tie the brand to one of Los Angeles’s most iconic landmarks. That stunt, while effective in capturing attention, drew commentary from local officials about unauthorised use of the landmark and raised questions about where bold marketing ends and risky public spectacle begins. Sweeney’s subsequent street campaign offered a more controlled but equally arresting set of images designed to focus attention on her fashion vision.

Fashion insiders have noted that Sweeney is tapping into a broader trend where celebrities increasingly serve as the creative anchors for product lines that feel deeply connected to their own lives and personalities. In interviews, Sweeney has explained that her vision for Syrn was shaped by her own experiences from struggling to find lingerie that fit well to wanting a label that celebrates diverse body types and individual expression. That personal grounding has translated into a brand narrative that resonates with many consumers seeking authenticity in fashion, a reality that often proves more powerful than traditional advertising alone.

Beyond the initial Seductress collection, Syrn is structured around multiple “personas” Seductress, Romantic, Playful and Comfy hinting at future releases that will expand in tone and mood while maintaining a cohesive brand identity. Sweeney’s own participation in the promotional campaigns from high-glam street photography to striking Cosmopolitan magazine covers where she discusses reclaiming her body and narrative suggests that she sees Syrn not just as a commercial venture but as an extension of her creative voice. In that sense, the Los Angeles street shoot functions both as a fashion moment and a cultural touchstone for how celebrity influence continues to evolve in the digital age.

While some critics question whether provocative street promotions are necessary or appropriate for a lingerie line, the public reaction has been unmistakably engaged. Fans have filled comment sections with reactions ranging from excitement over the product to admiration for Sweeney’s ability to blend performance with fashion. Her choice of bold visuals and urban settings has drawn comparisons to past fashion rebellions where street-level presentations redefined how intimate apparel is marketed, turning underwear into outerwear and commerce into spectacle. Whether Syrn will sustain its early momentum remains to be seen, but its launch week in Los Angeles certainly left an impression.

In Los Angeles, a city where fashion, celebrity and public spectacle are in constant conversation, Sydney Sweeney’s Syrn launch turned sidewalks into runways and sparked a new chapter in how lingerie brands engage with culture and consumers. By stepping boldly into the streets both figuratively and literally she signalled that her fashion ambitions are not just about clothing but about presence, persona and the power of image in a media-saturated world.