Sydney Sweeney has revealed a new, racy lingerie campaign for her brand SYRN, featuring behind-the-scenes content shared online as she approaches her 29th birthday on September 12. The collection, named 'Birthday Boobs,' is set to launch on September 1.
In the shared content, Sweeney is seen in various states of undress, including a striking blue lace bra and a matching garter belt and thong set. Another image features her in a black three-piece lingerie set. The campaign itself includes a video where Sweeney, scantily clad, playfully interacts with flour and cakes in a kitchen setting, accompanied by a vintage-inspired rendition of "Happy Birthday."
Sweeney captioned one of the posts, "Birthday suits look a little different around here," adding a cake emoji.
SYRN's Instagram account also teased the collection to its 482,000 followers, inviting them to "Step into the world of Birthday Boobs." The promotional video has generated varied responses in the comments, with some users speculating about a potential OnlyFans launch and others making playful remarks about the cakes.
Since launching SYRN in January, Sweeney has consistently released sexually-charged promotional material. In April, the brand participated in a pop-up activation at the Stagecoach music festival. Sweeney has stated her mission for SYRN is to ensure that every piece fits well and is designed for a diverse range of body types, emphasizing that "If I wouldn't wear it, I wouldn't want to make it."
In addition to her lingerie line, Sweeney has also established a production company named Honey Trap. Its first project is a reimagining of "The Legend of Sleepy Hollow," titled "Hollow," in which Sweeney will star as Katrina Van Tassel.