Only days after its launch, Sydney Sweeney’s lingerie brand, SYRN, is already doing better than most celebrity launches ever do. The new business went live last week, and shoppers rushed in fast, with the brand’s “Seductress” category selling out within hours. It was an early marker that this isn’t a lowkey side project, but a launch with actual demand behind it.
Sydney Sweeney’s SYRN sees sold-out milestone in the ‘Seductress’ category
Parade reported that Sydney Sweeney’s lingerie brand, SYRN, is already making history, with the “Seductress” sellout happening almost instantly and pieces disappearing soon after they became available. SYRN establishes itself as lingerie that customers choose for themselves, not something that they hide under an outfit. Moreover, SYRN puts sizing front and center. According to Parade, bras come in 44 sizes, ranging from 30B to 42DDD, and the brand offers “enhanced sizing” and “sister sizing” options.
With “Seductress” having sold out for now, Sweeney is pointing fans to what comes next. SYRN breaks its lineup into four style “personas,” including the “Seductress,” the “Romantic,” the “Playful,” and the “Comfy,” and Parade reported that early access for the “Romantic” category will open on February 4 at 8 a.m. PT. The first drop will be called “Somewhere Only We Know.”
In an Instagram post, Sweeney announced the same, writing, “Somewhere Only We Know,” and adding, “The first drop from the romantic world is arriving 2.4.26 at 8 a.m. PT for early access.” Meanwhile, Hypebeast tied the sellout to a promo, reporting that a viral stunt involved lingerie displayed on the Hollywood Sign ahead of the launch, helping drive online attention before the collection went live.
From the first week of SYRN, fans understood that Sweeney brought a clear concept to her lingerie brand, and customers showed up immediately. If the “Romantic” drop follows the same pattern as “Seductress,” early access may become the only way to catch the next restock before it disappears again.
