Sydney Sweeney has sparked a heated social media backlash after a provocative new Instagram video promoting her lingerie brand was branded 'porn' by some viewers, while others openly wondered whether the actress could be heading towards an OnlyFans account.
The 28-year-old actress shared the racy campaign for her underwear label Syrn, promoting its new 'Birthday Boobs' collection ahead of her birthday on September 12. The collection is set to launch on 1 September.
However, despite some viewers describing the footage as pornographic, there is no indication that Sweeney actually shared a pornographic video. The clip is a professionally produced lingerie advertisement featuring the actress modelling several revealing looks.
The reaction has nevertheless put the actress' increasingly provocative image back under the spotlight.
@syrn celebrating syd’s birthday month with our newest syrn collection 🎂 coming september 1st
♬ original sound - SYRN by Sydney Sweeney
Sydney Sweeney Faces Backlash Over Provocative Campaign
The campaign features Sweeney posing in lingerie in a retro-style kitchen, including scenes in which she crawls across a table and models different pieces from the collection.
The most attention-grabbing moment sees the actress appearing topless while using two birthday cakes to cover her breasts. In another shot, she puts flour on her backside, adding to the deliberately cheeky tone of the advert.
Syrn said the collection was inspired by Sweeney's 'personal take on romance'. The range includes lingerie from XXS to 3X, with reported prices ranging from $19 to $64.
The explicit-looking imagery divided her followers.
One commenter questioned: 'Why is she acting like a p*rnstar?'
Another compared Sweeney's real-life image with her Euphoria character Cassie Howard, writing: 'She is Cassie in real life.'
But the strongest reaction came from a fan who asked: 'OF release soon?' The comment reportedly attracted more than 10,000 likes, showing how quickly the advert became linked to speculation about OnlyFans.
Not everyone was critical, however. Some followers praised the campaign, with one describing it as the 'best one she has done'.
Why Fans Are Linking Sweeney to OnlyFans
The OnlyFans speculation has another obvious connection: Sweeney's role in Euphoria.
In the latest season of the HBO drama, her character Cassie becomes involved with OnlyFans-style adult content as part of a storyline examining online fame, sexualisation and the pressures of building an audience.
That fictional storyline has now given fans an easy reference point when discussing Sweeney's latest real-world lingerie campaign.
Sweeney has also previously spoken about the scrutiny surrounding her nude scenes and the way female actors are judged for appearing naked on screen. Her willingness to embrace provocative roles has consequently remained a frequent topic of public discussion.
But the latest Instagram campaign should not be confused with an OnlyFans launch.
There is no confirmed announcement from Sweeney that she is joining OnlyFans, and the lingerie advert itself is part of her Syrn business.
The speculation appears to have originated from the nature of the campaign, the reaction from viewers and the connection to her Euphoria character, rather than from any announcement by Sweeney.
For now, the controversy surrounding the advert may prove useful publicity for the actress' lingerie label, while the question of whether she will ever move into subscription-based adult content remains firmly in the realm of fan speculation.
