Sydney Sweeney Launches Lingerie Line With Holiday Film-Inspired Campaign
The actress's new brand, Syrn, features a racy holiday campaign that pays homage to classic films.
Actress Sydney Sweeney is launching her own lingerie brand, Syrn, with a holiday-themed advertising campaign that reimagines classic films with a sensual twist. The campaign features Sweeney recreating scenes from "How The Grinch Stole Christmas," "Home Alone," and "The Nightmare Before Christmas" while modeling her new lingerie line.
Syrn is positioned to compete with established brands like Kim Kardashian's Skims and Rihanna's Savage x Fenty. Sweeney stated that her goal for the brand is to create lingerie that women wear for themselves, emphasizing comfort and a range of body types. "I wanted to create a place where women can move between all the different versions of who we are,” Sweeney said.
This lingerie campaign follows a previous, more controversial advertisement for the sports betting platform Novig, in which Sweeney appeared nude. She also holds an equity stake in Novig. In that campaign, Sweeney was photographed nude, with only sports equipment used to preserve her modesty. Novig CEO Jacob Fortinsky noted Sweeney's significant involvement in the creative direction and messaging of the campaign.
The Novig ad campaign coincided with a substantial increase in the company's valuation, reportedly jumping from $500 million to $2 billion, according to The Wall Street Journal. Sweeney secured her stake in Novig prior to the release of the advertisement. While her exact share percentage is undisclosed, even a small stake could be worth millions.
However, the Novig campaign drew criticism from some in the sports community, with several female athletes arguing that it sexualized women in sports. British sprinter Amy Hunt commented that role models in sports should emphasize physical capabilities over appearance. Australian boxer Skye Nicolson also expressed disappointment, stating that companies should avoid sexualizing women in sports.
The Novig app functions as a prediction market focused exclusively on sports events, distinguishing itself from platforms that allow predictions on other topics like politics or global events.