Sydney Sweeney is celebrating her upcoming 29th birthday with the launch of a new campaign for her lingerie brand, SYRN. The collection, named "Birthday Boobs," is scheduled to drop on September 1st, weeks before Sweeney's birthday on September 12th.
The campaign features Sweeney in a retro-inspired setting, modeling a powder-blue floral lingerie set in a vintage-style kitchen. Images show the actress posing near and inside a refrigerator, holding a bottle of milk. She completed the throwback look with voluminous blonde waves, dramatic eye makeup, and blue stockings.
SYRN's "Birthday Boobs" collection marks the latest offering from Sweeney's lingerie business, which she launched earlier this year. Upon announcing SYRN in January, Sweeney stated, "This is lingerie you wear for YOU, no explanation, no apology." The brand's debut garnered significant attention, including a promotional stunt at the Hollywood Sign that sparked controversy over commercial use permissions. While the production was deemed unauthorized by the Hollywood Chamber of Commerce, Sweeney's team reportedly obtained a permit from FilmLA, and the LAPD confirmed no crime was committed.
Fans have responded positively to the new campaign, with some comparing Sweeney's appearance to artificial intelligence and others praising the quality of the bralettes. The attention surrounding SYRN contributes to the ongoing public discourse about Sweeney's image, which has been shaped by her roles, particularly Cassie Howard on HBO's "Euphoria."
Reputation and branding experts have noted Sweeney's ability to generate conversation as a significant commercial asset. However, they also cautioned that a focus solely on her appearance or provocative roles could overshadow her acting talent. Experts suggest Sweeney is navigating a path to balance her visibility with her growth as an actress and expand her business ventures beyond acting.