Sydney Sweeney has unveiled her most daring SYRN campaign yet, showcasing a dramatic black lace lingerie look featuring a bra, thong and garter belt as she steps into the spotlight for the brand's latest 'Seductress' collection.
The 28-year-old actress stars in a new video shared by SYRN's Instagram account on Thursday, where she twirls in front of a vanity while wearing the revealing ensemble. She completes the look with a black fur shrug and sheer gloves, adding a glamorous edge to the campaign imagery.
The advert, captioned 'Syd for Seductress', marks one of the boldest releases from SYRN since Sydney launched the lingerie label in January, with the actress continuing to build her profile as a businesswoman alongside her Hollywood career.
Rather than simply promoting lingerie, Sydney has positioned SYRN around confidence and embracing the body, drawing from her own experiences growing up feeling uncomfortable with her appearance.
@syrn Syd for Seductress 🖤
♬ take my breath away by berlin - 𓆩ᥫ᭡𓆪
Sydney Sweeney Embraces Confidence With 'Seductress'
The new campaign comes after Sydney shared another SYRN shoot featuring model Amélie Tremblay, but the two adverts showcased very different sides of the brand.
In the earlier images, Sydney and Amélie opted for a playful and softer approach, wearing matching SYRN bras and pajamas in pink and green. The relaxed styling contrasted with the dramatic mood of the 'Seductress' campaign, showing the range of looks the brand aims to represent.
Sydney's personal connection to lingerie and confidence has been a key part of the message behind SYRN. The actress previously revealed that she struggled with self-confidence from a young age, despite developing earlier than many of her peers.
'I grew up with boobs. I was wearing a 32DD in sixth grade, and I never felt confident,' Sydney told Us Weekly earlier this year.
'I never had anything I felt good in, and I just wanted to hide.'
She explained that playing Cassie Howard in Euphoria helped her change how she viewed herself, allowing her to see confidence as empowering rather than something to avoid.
'It wasn't until [I played] Cassie in Euphoria that I started realising it's actually powerful to be confident; our bodies are incredible.'
From 'Euphoria' Star to Lingerie Founder
Sydney's latest SYRN campaign arrives as the actress continues to balance her growing fashion business with major acting projects.
Her role as Cassie in Euphoria's third season, which concluded in May, once again placed her at the centre of conversations surrounding the series and her performance.
The actress is now filming her next project, Gundam, in Australia, where she has also spent time with her record executive boyfriend Scooter Braun. The pair recently enjoyed a PDA-filled break together while she works overseas.
Since launching SYRN earlier this year, Sydney Sweeney has continued developing the brand as an extension of her own journey towards confidence, using lingerie as a way to celebrate feeling comfortable in one's own skin.
The 'Seductress' campaign represents another major step for the actress as she moves beyond acting and builds a wider identity in the fashion world.
