Sydney Sweeney has launched her latest campaign for her lingerie brand, Syrn, featuring a series of provocative images and video clips. The "Euphoria" actress, who turns 29 on September 12, stated that the campaign is themed around her upcoming birthday.
In the commercial, Sweeney is shown in a variety of lingerie sets. One scene depicts her in a kitchen, later posing topless while holding cakes to cover her chest. Another sequence shows her in black lingerie, including a garter belt and stockings, crawling across a dining table towards a birthday cake. She is also seen tasting frosting suggestively and looking into the camera. The campaign includes close-ups of her cleavage and backside in various styles of underwear.
Sweeney, who previously starred in "The Housemaid" and "Immaculate," launched her lingerie brand earlier this year. She told Cosmopolitan in January that she aims to empower women. "I want to show women that we can take back our power and fully free ourselves," she said. Sweeney has emphasized that Syrn is a diverse, female-first brand, with all her designers being women and her team being diverse.
The brand, which has been in development since mid-2024, reportedly sold out immediately after its January launch. Sweeney has also spoken about her fitness routine, which includes attending Solidcore classes multiple times a week, a high-intensity, low-impact workout. She has stated that these classes make her feel "toned and strong."
In addition to her brand ventures, Sweeney is set to star in a new adaptation of "Sleepy Hollow," based on Lindsey Anderson Beer's novel "Hollow." This project is described as a feminist reimagining of the classic tale and will blend gothic atmosphere with psychological intrigue and erotic thriller elements. Beer is set to direct and adapt the film, with Sweeney expected to play the lead role of Van Tassel, who becomes involved in a supernatural love triangle.