Peter Gulliver
Just one day after Sydney Sweeney launched her lingerie brand, Syrn, it sold out. “I’m still in shock that we sold out in HOURS!!!” she shared with her 25.9 million followers on Instagram, mentioning that a restock was in progress and would be available soon. “i love you alllll,” she added.
Darlings, hold onto your thongs because Sydney Sweeney’s sizzling new lingerie empire, Syrn, is launching bras on the Hollywood Sign and raking in buzz while setting the progressive crowd ablaze. Launched January 28 with 44 sizes from 30B to 42DDD, most under $100, the brand channels four sultry vibes: Comfy, Playful, Romantic, and Seductress. Backed by Jeff Bezos and Lauren Sánchez Bezos, it’s already a sales smash, but the real drama? Sweeney’s unapologetic vibe that’s got the left clutching their pearls. Picture this: Sweeney scales the iconic Hollywood Sign, draping it in bra chains for the ultimate stunt. The Hollywood Chamber of Commerce was not amused—no permission granted, sparking legal whispers. Yet, fans are feral, dubbing her “queen” as she drops risqué snaps that crashed the internet. Syrn’s core pitch? Inclusivity for “traditionally underserved” bodies, filling a market gap in affordable, wide-range intimates. But oh, the shade! The left’s fury traces back to Sweeney’s brand buddies that scream red state realness. Her American Eagle jeans ad? Pure fire! Her beaming in denim had Trump himself tweeting praise, while critics screamed “eugenics” and “white supremacist dog whistles.” Sweeney finally spilled in a GQ chat, dodging apologies: she tripled down, acting “bigger than the online chatter,” which Redditors slammed as “privileged and wilfully ignorant.” Then there’s Dr. Squatch soap. Yep, the “bathwater soap” feminists raged over, tying her to hyper-masculine, bro-culture vibes that clash with woke femininity. Whispers of her politics? Juicier still. Rumors swirl she’s secretly MAGA, maybe even voted Trump, fueled by that AE endorsement rally from the “podcast-pilled MAGA right.” Ms. Magazine piled on, branding her the “white American girl” whose appeal alienates Black women, accusing her of centering a narrow beauty ideal. Backlash hit hard post-launch: marketing profs debate if the fiery rollout, splitting the net yet again… is genius or poison.
One ‘Retail Brew’ expert calls it “complicated,” questioning if Syrn lasts beyond the hype in a field packed with Victoria’s Secret rivals and influencer knockoffs. Speaking of VS, remember their tumble? The “Angels” got axed for lacking “inclusivity,” diversity pushback tanked the brand into oblivion. But plot twist—VS is resurrecting, riding the anti-woke wave as consumers crave sexy, unapologetic glamour over lectures. Sweeney’s playing the same game: “Women don’t need another inspirational slogan,” echoes the AE fallout sentiment. By owning her curves—monetizing the obsession—she’s flipping the script, much like Kim K with SKIMS. Sweeney’s no victim; she’s a marketing machine. From Miu Miu to Armani Beauty, HeyDude boat shoes (yes, really), she’s stacked endorsements that polarize.
Syrn’s pyramidish logo? Critics snark that it looks like a detox scam, but with Bezos bucks and her attention superpower, it’s poised for mega-brand status. American Eagle’s stock jumped 74% amid her chaos—proof that controversy cashes checks. The left’s meltdown? It’s music to her ears. Syrn’s success screams backlash against body-posi fatigue; women want pretty undies, not politics. As one fan gushed, “She just killed the game.” Meanwhile, Sweeney stays mum on MAGA rumors, letting haters fuel the fire. The MAGA Barbie label? “I can’t control that,” she quipped, refusing to disavow, leaving the TDS crowd stunned, while emphasizing she’s no one’s “pawn”—a sly dig at the right, reinforcing her independence. In fashion’s cutthroat world, her bold bet on sex appeal over sensitivity is paying off big—proving all publicity is good publicity, especially when you have “good genes” and it infuriates the right crowd.
Read the article in the 2026 Winter Recap issue of Rounder Magazine
Lead image:: Sydney Sweeney at “The Housemaid” New York screening at 787 Seventh Ave on December 02, 2025 in New York City. (photo: Erik Pendzich). Gallery: Sydney Sweeney models her own lingerie from her line SYRN which sells out within hours (Contributor; Raj Valley)
*Peter Gulliver has been covering travel and leisure, as well as the fashion industry, for Rounder Magazine since 2008. He enjoys skydiving and mountain climbing.
