'I grew up with boobs. I was wearing a 32DD in sixth grade, and I never felt confident', Sydney Sweeney told Us Weekly, reflecting candidly on the body insecurities she faced as a teenager.
The 28-year-old actress, best known for her role as Cassie on HBO's Euphoria, revealed that she struggled to feel comfortable in her own skin while growing up. 'I never had anything I felt good in, and I just wanted to hide', she said. 'It wasn't until Cassie in Euphoria that I started realizing it's actually powerful to be confident; our bodies are incredible. We should embrace [them] and feel really good in our skin.'
Indeed, Sweeney credits her character Cassie — known for being sexually confident and body positive — with helping her embrace her curves on screen and in real life. Now, she is translating that confidence into her personal brand and business ventures.
From Insecurity to Launching Her Own Lingerie Brand
Sweeney has launched her own lingerie line, SYRN, designed to help women feel confident in their bodies, no matter their shape or size. The star not only designs the pieces but models them herself, showcasing the barely-there, flattering designs in sultry campaign shots.
'I could not find a top that made me feel hot without being too much. But this is perfect. You can tie it as tight as you want, so you can make 'em pop as much as you want! The shape is amazing', she told Us Weekly, describing her favourite black corset as a 'date night go-to.'
She also revealed that her designs include personal touches she takes pride in. 'There are usually little messages in my pieces. I love hearts. Even our logo, my two Ss, is a heart. And on the straps of [the bras], all the sliders have hearts. I like to personalise things as much as I can ... I play dress up now with my own [SYRN] stuff.'
Sweeney's dedication to body inclusivity is central to the brand. She told Cosmopolitan: 'My designers are all women, and I have an amazing, diverse team. My models are a beautiful range of body types. I'm always like: 'I want to see it on everybody.' I can't be the only model. I need to make sure everyone feels really good in it. If I wouldn't wear it, I wouldn't want to make it.'
The line has already proved a hit with customers, selling out within hours of its launch. 'We're working on a restock soon. I'm so grateful. I love you all', Sweeney shared on social media.
Ahead of the launch, Sweeney ensured that the marketing was just as bold as the pieces themselves, posing in sultry photos and even staging a stunt at the Hollywood sign.
Expanding SYRN Into Beauty
The actress appears to be setting her sights beyond lingerie. According to WWD, Sweeney has filed a trademark for SYRN with the US Patent and Trademark Office covering skincare, cosmetics, and beauty care products.
Trademark attorney Josh Gerben noted that the filing, dated 16 January, is an 'intent-to-use' application, indicating that products may be in development or that the trademark is being secured for future ventures. Specific details about the products are not yet available.
'Every piece is designed to fit a beautiful range of body types', Sweeney told Cosmopolitan, reinforcing her vision of inclusivity and empowerment. Her approach to both fashion and potential beauty products emphasises that confidence should be accessible to all women, not just those in the public eye.
Sydney Sweeney's journey from a self-conscious sixth grader with a 32DD chest to a Hollywood actress and entrepreneur illustrates how Euphoria helped her embrace her body and inspired her to create a brand encouraging women to do the same. With SYRN's early success and plans to expand into beauty, Sweeney is transforming her personal confidence into a message and business built around body positivity, inclusivity, and empowerment.
