Sydney Sweeney just turned a viral stunt into a fashion reveal. A day after being spotted at the Hollywood sign with bras in hand, the actor confirmed to Cosmopolitan that she is officially launching her own lingerie brand, SYRN (pronounced “sye-rin”). 

“I was in the 6th grade with DDs. I hated the bra I had to wear,” she said in a press release. “When I bought my first cute bra that actually fit, I wore it to pieces. Designing for different bodies is a huge part of SYRN.”

True to Sweeney’s mission, SYRN launches with 44 sizes, from 30B to 42DDD, and keeps most pieces under the $100 mark.

The first pieces from SYRN’s boldest persona, Seductress, officially drop tomorrow, Wednesday, January 28 at 9 a.m. PST. Fans eager to shop early can sign up for early access to unlock the collection an hour sooner at 8 a.m. PST, setting the stage for what is expected to be a high-demand debut.

Sydney Sweeney Wears the Producer’s Hat Once Again, as She Takes Up Double Shift for a 1900s NYC Film

The reveal was not subtle at all. Sydney Sweeney cleverly teased the brand and reportedly landed in legal hot water for unauthorized promotion. Still, the buzz worked.

On January 26 the Euphoria actress, 28, pulled a promotional stunt for what is now her upcoming lingerie brand at the iconic Hollywood Sign located in Los Angeles. She was seen climbing up a portion of the California landmark at night and decorating it with bras strung together. She was accompanied by a crew of people. But the viral moment may come with consequences. 

The production however was unauthorized. 

“Not authorized by the Hollywood Chamber of Commerce nor did we have prior knowledge of it.” Steve Nissen, president and CEO of the Hollywood Chamber of Commerce, said in a statement shared with LA Times.

His comments raised the possibility that Sweeney could face fines or legal fees for the unexpected stunt, that came out of nowhere. 

From a marketing standpoint, however, the play was textbook disruption. By leveraging one of the most protected symbols in entertainment, Sweeney engineered instant global visibility for SYRN, which is backed by Jeff Bezos, before even announcing the brand. Something about Sydney Sweeney and product launches that turn into a viral controversial moment.

 Whether she ends up paying for the stunt financially or not, the real return may already be locked in: SYRN entered the lingerie market with maximum attention and zero traditional advertising.

Inside the Rumored Tension Surrounding Sydney Sweeney and Scooter Braun

Do you see Sydney Sweeney’s lingerie brand becoming a real fashion force?