| Company type | Private |
|---|---|
| Industry | Fashion |
| Founded | January 28, 2026 |
| Founder | Sydney Sweeney |
| Headquarters | Los Angeles, California |
Key people | Sydney Sweeney (Founder) |
| Products | Lingerie |
| Website | syrn |
Syrn (stylized as SYRN) is an American lingerie brand founded by actress Sydney Sweeney. The company launched in January 2026 and is backed by venture capital funding from Coatue Management.
History and corporate affairs
Development for Syrn began in mid-2024.[1] The brand was publicly announced in January 2026.[2][3]
The company is financially backed by the technology fund of the investment firm Coatue Management.[1][4] According to The Business of Fashion, this fund received capital injections from Jeff Bezos and Michael Dell.[4][5] Sweeney serves as the brand's creative lead.[6]
Hollywood Sign incident
During the brand's launch in January 2026, promotional footage was released showing a production crew draping lingerie over the letters of the Hollywood Sign in Los Angeles.[7] The video depicted the crew scaling the sign and using duffel bags to transport the items.[8]
The Hollywood Chamber of Commerce, which owns the licensing rights to the landmark, stated that the stunt was unauthorized.[1][9] While the production team had secured a filming permit from FilmLA, the Chamber noted that no permission was granted for commercial use or physical access to the sign.[10]
References
- ^ a b c Kwon, Jessica (January 27, 2026). "Sydney Sweeney Launches Lingerie Line Syrn". The Business of Fashion. Retrieved January 31, 2026.
- ^ Colón, Ana (January 27, 2026). "Sydney Sweeney Launches Lingerie Brand, Syrn—But Not Without Controversy". Marie Claire. Retrieved January 31, 2026.
- ^ Parker, Alexis Bennett (January 27, 2026). "Sydney Sweeney on Syrn, Her 44-Size Lingerie Brand". ELLE. Retrieved January 31, 2026.
- ^ a b Dugan Ramirez, Christina (January 29, 2026). "Sydney Sweeney sends fans in a frenzy with sultry lingerie snaps for her new brand". Fox News. Retrieved January 31, 2026.
- ^ Clarke, Grace (January 27, 2026). "Is Sydney Sweeney's Lingerie Brand the Next Skims?". L'Officiel. Retrieved January 31, 2026.
- ^ Chuinkam, Brenda (January 28, 2026). "Sydney Sweeney officially launches lingerie brand Syrn. Here's what shoppers can expect". Yahoo!. Retrieved January 31, 2026.
- ^ Bernabe, Angeline Jane (January 28, 2026). "Sydney Sweeney faces criticism after Hollywood sign lingerie line promo". ABC News. Retrieved January 31, 2026.
- ^ Moorman, Taijuan (January 28, 2026). "Sydney Sweeney promotes lingerie line in risky Hollywood sign stunt". USA Today. Retrieved January 31, 2026.
- ^ Cota-Robles, Marc; Suter, Leanne (January 27, 2026). "Actress Sydney Sweeney could face legal trouble after draping Hollywood Sign with bras". KABC-TV. Retrieved January 31, 2026.
- ^ Curtis, Charles (January 27, 2026). "The Sydney Sweeney bra stunt at the Hollywood sign, explained". USA Today. Retrieved January 31, 2026.
