Sources are saying that Sydney Sweeney’s viral intimate apparel line Syrn is hitting early setbacks. The “Euphoria” star’s lingerie label debuted with fireworks in January 2026, only to run into trouble months later. Pronounced “sye-rin,” the brand was positioned as an inclusive, founder-led line rather than a celebrity endorsement deal.
Sources reveal how Sydney Sweeney’s brand SYRN is struggling with sales
Syrn, Sydney Sweeney’s lingerie label that launched earlier this year, is reportedly facing a major crisis, In Touch has learned. According to a source, the brand’s team has been holding meetings to brainstorm new sales strategies as it struggles to gain traction.
Syrn focuses on inclusive sizing for bras and undergarments, but its launch has reportedly failed to live up to expectations. “It’s been a disaster,” the insider shared. “They thought it would be a sellout based on Sydney’s brand, but clearly her saleability is waning rapidly.”
At the brand’s January launch, Sydney Sweeney said in an interview with Elle, “I wanted to build a lingerie brand that feels like it understands women instead of talking at them.”
Syrn offers lace-trimmed bras and underwear across 44 sizes. Yet critics argue that the conversation has centered too much on the founder, Sweeney, and her figure.
“SYRN’s branding feels exclusionary,” The Robin Report noted in a review. “It does not invite women in; it asks them to emulate and fawn over the founder. And the inconsistency between the brand’s intention and execution is a threat to its long-term viability.”
They added, “What’s more, SYRN’s marketing is incredibly hypersexualized, and despite its emphasis on being a space for all women, the brand ultimately remains centered on one figure: Sydney Sweeney. It’s as if the underwear is not actually the product; Sweeney’s body is.”
It further read, “SYRN, by contrast, centers the celebrity so heavily that the consumer becomes secondary. The purchase feels less like self-expression and more like proxy participation in Sweeney’s image,” the report assessed.
This isn’t Sydney Sweeney’s first run-in with fashion controversy. Last summer, the “Housemaid” actress starred in American Eagle’s “Sydney Sweeney Has Great Jeans” campaign. It drew criticism from those who thought the campaign implied she had superior genetics.
Originally reported by Sibanee Gogoi on Mandatory.
