Actress Sydney Sweeney posted a promotional Instagram reel Thursday teasing her lingerie brand’s next collection, appearing in sheer, floral pieces as she invited followers to “celebrate my birthday month.”
The “Euphoria” star, 28, captioned the reel: “celebrate my birthday month with my newest @syrn collection 🎂 coming september 1st.” The post quickly drew hundreds of thousands of likes. Sweeney’s birthday is Sept. 12.
The drop, cheekily named “Birthday Boobs,” is part of Syrn’s Romantic line and arrives Sept. 1. Campaign images shared with InStyle show Sweeney in a sheer black floral lace bra with a center cutout, matching thong and frilly garter, lying across a table while eating cake and smearing frosting on her hands and chest. Photographer Greg Swales shot the images. Other looks include a sheer black chiffon romper over underwear, a light blue floral lace set and a chiffon teddy.
Sweeney has repeatedly used her own social accounts and Syrn’s to model the brand since its January launch. Previous teasers have included sheer lace, plunging cutouts and, in at least one earlier Romantic-line video, a brief topless silhouette as she discarded a bra. Tabloid coverage of the latest reel has framed the cake-and-sheer-bra imagery as among her most revealing brand promotions.
“I’m a lovergirl at heart, so of course I wanted my birthday collection to be Romantic. It felt like the perfect excuse to make something really feminine and special,” Sweeney said in a statement. The pieces include the brand’s first embroidery: her handwritten phrase “I really love you” woven into the fabric. “It’s like a love note you get to wear,” she said.
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The collection includes bras, thongs, camisoles, matching sets and garter belts in baby blue, baby pink and black. Prices range from $19 to $64. Syrn lists sizes from XXS to 3X and 44 bra sizes.
Syrn launched Jan. 28 with four style “worlds”: Seductress, Romantic, Playful and Comfy. Sweeney has said she wanted lingerie that women wear “for YOU, no explanation, no apology,” and has pushed back on the idea that the line is designed for a male gaze. “What is more girl’s girl than owning your body and doing it for yourself?” she told Cosmopolitan earlier this year.
The brand is backed by Coatue Management’s innovation fund, which received capital from family offices linked to Jeff Bezos and Michael Dell. Sweeney is creative lead. Early drops sold out quickly; later reports have described mixed commercial results after the initial surge.
Sweeney has made personal modeling a core marketing tactic — from garden shoots in unlined balconettes to trailer changing-room clips and bed selfies in camis and hipsters. The approach matches her public image from “Euphoria,” “Anyone But You,” “The Housemaid” and the boxing biopic “Christy,” roles that have often put her body at the center of both praise and criticism.
The latest reel continues that pattern: a birthday-month tease, a punning collection name and campaign photography that leaves little of the product — or the founder — to the imagination. The line goes on sale at Syrn.com on Sept. 1.
Flip the pages for photos of Sydney Sweeney in her SYRN lingerie.
