Sydney Sweeney's Lingerie Line Launch Sparks Conversation Beyond Fashion
The actress's new SYRN collection and a controversial ad campaign for Novig have generated significant public and industry reaction.
Actress Sydney Sweeney is making waves with the launch of her lingerie line, SYRN, and a recent ad campaign for the prediction market app Novig. Sweeney, 29, has unveiled behind-the-scenes images for her SYRN collection, featuring navy blue lingerie and a matching cropped cardigan. She stated her intention for SYRN is to offer lingerie for personal empowerment, catering to a diverse range of body types and aiming to compete with brands like Kim Kardashian's Skims and Rihanna's Savage x Fenty.
In addition to her lingerie venture, Sweeney holds an equity stake in Novig. She recently starred in a nude ad campaign for the company, which positions itself as a sports-focused prediction market. Novig CEO Jacob Fortinsky described the collaboration as exciting, involving both commercial and creative aspects. Sweeney reportedly secured her stake before the 'Just Sports' ad campaign, and even a small percentage could be worth millions.
The Novig ad campaign, however, drew criticism and resulted in Sweeney losing over 200,000 Instagram followers. High-profile female athletes and others argued the campaign sexualized women's sports and detracted from athletic achievement. British sprinter Amy Hunt commented that the focus should be on what athletes' bodies can do, not just how they look. Australian boxer Skye Nicolson also criticized the campaign for sexualizing women and urged companies to do better.
Sweeney's SYRN line aims to provide a space for women to embrace their various identities. She articulated this vision upon launching the brand, stating, 'this is lingerie you wear for YOU, no explanation, no apology. I wanted to create a place where women can move between all the different versions of who we are.'
