Actress Sydney Sweeney, known from the hit series Euphoria and the current film The Housemaid, is expanding her professional portfolio to include her own fashion project. She is now entering the lingerie market herself with the planned lingerie brand Syrn. A teaser that the 28-year-old recently published on social media provided evidence of this.
Sydney Sweeney launches her own lingerie brand
With Syrn, Sweeney is taking the next step in her entrepreneurial career. However, their involvement in the lingerie segment is not entirely new. Already in 2023 she worked with the label Frankies Bikinis on the capsule collection “Love Letters”.
According to US Weekly magazine, the brand is backed by Ben Schwerin, partner at US private equity firm Coatue. People familiar with the matter previously reported that Schwerin is involved in financing the project. Coatue has already received investments from Jeff Bezos and Michael Dell, among others.
Marketing stunt controversy
In the teaser video, the 28-year-old actress and her team can be seen hanging bras on the Hollywood Sign in Los Angeles. The online portal TMZ reports that the action could have legal consequences. This emerges from an email from the landmark’s manager. “No permission has been given to do this as required,” TMZ quoted the chairman of the Hollywood Chamber of Commerce as RTL Nieuws reported.
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