Sydney Sweeney to launch lingerie brand_ already sparking controversy

Actress Sydney Sweeney_ known for Euphoria and the recent film The Housemaid_ is working on her own lingerie brand called Syrn. This was revealed in a teaser she recently shared on social media.

Sydney Sweeney launches own lingerie brand

This marks Sweeney's next step in her entrepreneurial ventures. It is not the first time Sweeney has been active in the lingerie market. In 2023_ she collaborated with Frankies Bikinis on the 'Love Letters' capsule collection.

According to US Weekly_ the brand is backed by Ben Schwerin_ a partner at private equity firm Coatue. An insider previously reported that Schwerin is involved in financing the project. Coatue has previously received investments from figures including Jeff Bezos and Michael Dell_ who collectively invested approximately one billion dollars in the company.

Controversy surrounding marketing stunt

The teaser video shows the 28-year-old actress and her team draping the Hollywood Sign in Los Angeles with bras. TMZ reports the stunt may have legal consequences_ based on an email from the landmark's administrator. “No permission was granted to do this_ as is required_” TMZ quoted the chairman of the Hollywood Chamber of Commerce_ as reported by RTL Nieuws.