Sydney Sweeney is getting a head start on her birthday celebrations—and, unsurprisingly, she is doing it in lingerie. The Euphoria star has unveiled a playful new campaign for her SYRN lingerie brand, teasing its upcoming Birthday Boobs collection just weeks before she turns 29.
The campaign is packed with cakes, bows, balloons and plenty of skin, but it has also reignited an ongoing conversation about Sweeney's public image. While some fans love her confidence and cheeky approach to lingerie, others have taken aim at the actress, arguing that her sex appeal gets more attention than her acting abilities.
Sydney Sweeney for New SYRN Campaign
Sweeney announced the new collection on Instagram with a simple birthday-themed message: 'Celebrate my birthday month with my newest @syrn collection 🎂.'
The campaign certainly leans into the theme. In the video, Sweeney models a series of teddysuits, lace push-up bras, garters and other lingerie pieces while climbing across a long dining table with a birthday cake.
The accompanying photos turn the cheeky concept up another notch. In one image, Sweeney lies across a table with the cake beside her, appearing to lick frosting from her fingers.
Other campaign shots transport her to a 1970s-inspired kitchen. Balloons, confetti and retro styling complete the nostalgic birthday setting.
The Birthday Boobs collection launches on 1 September, shortly before Sweeney's birthday on 12 September.
Critics Slam Her Reliance on Sex Appeal
Some commenters were particularly harsh about the latest campaign. Referring to her sex appeal, one user claimed: 'Literally all she's known for. No actual fucking talent.'
Another criticised what they saw as yet another celebrity campaign focused heavily on her body. 'Everyone's acting like this makes her special, but it's the same boring old pose. This is why girls are seen as nothing but bodies,' the comment read.
One critic took a mocking swipe at her, writing: 'The girl knows what she's got and she's going to use it for as long as she's got it.'
Another critic was less impressed, taking aim at her appearance and perceived politics: 'I really don't get the hype. Like, yeah, she has a nice body, but she's got that whole dead-eyed MAGA Barbie thing going.'
Literally all she's known for. No actual fucking talent. Act like a slut on camera and simps will lap it up like the simple clowns they are.
— Ty (@Art_of_Ty) August 27, 2026
I mean she's also notorious for wearing very shittily sized bras so it doesn't surprise me
— FilmGems (@TheFilmGems) August 28, 2026
SYRN Is No Stranger to Backlash
SYRN is the lingerie brand founded by Sydney Sweeney, with the actress frequently taking centre stage in its campaigns and promotional images. The brand has built much of its identity around playful, provocative designs and Sweeney's Hollywood profile, putting her at the heart of its marketing.
That approach was already drawing attention when SYRN launched with a high-profile promotional stunt involving the Hollywood Sign. Bras were placed across the landmark's letters as part of the campaign, turning the launch into a talking point beyond the lingerie itself.
However, the stunt also sparked controversy. The Hollywood Chamber of Commerce said it had not been authorised and that permission had not been granted to access or use the Hollywood Sign for commercial purposes.
The controversy did little to change SYRN's marketing approach, with Sweeney continuing to feature prominently in the brand's campaigns. Her celebrity status remains closely tied to how SYRN presents its lingerie, keeping the actress as much a part of the brand's image as the products themselves.
