Actress and entrepreneur Sydney Sweeney recently amplified promotion for her lingerie brand, Syrn, by sharing a revealing mirror selfie on the brand’s Instagram Stories. The image, posted on Sunday, showcased Sweeney in a baby blue thong and matching lingerie set, marking a continued emphasis on her personal image to market her commercial ventures.
The photograph depicts the 28-year-old "Euphoria" star turned sideways toward a mirror, wearing a blue chiffon camisole with sheer lace detailing across the front. The ensemble featured an open back, matching thong bottoms, and lightweight chiffon shorts, which left much of her backside exposed. Sweeney completed the look with a matching blue bow in her blonde hair, styled in loose waves. This image appears to be a behind-the-scenes shot from a larger promotional campaign for Syrn, the lingerie company she launched earlier this year.
The latest campaign is specifically for Syrn's "Birthday Boobs" collection, which officially launched on September 1. The timing coincides with the buildup to Sweeney's 29th birthday, set to occur this Saturday. Promotional materials from the same shoot included additional visuals of Sweeney modeling various pieces from the new collection. One video featured the actress posing in a kitchen while wearing the brand’s "Fall for Me Unlined Plunge Bra Set," which incorporated sheer lace, blue bows, frilled straps, tulle, and embroidered floral details. Another clip showed Sweeney sitting atop an oversized three-tier cake, modeling a different blue lingerie ensemble paired with white lace stockings and high heels.
This promotional push is the newest in a series of high-profile, revealing appearances by Sweeney over recent weeks. She recently garnered attention at the 83rd Venice International Film Festival in Italy, where several of her outfits drew significant media coverage. At an Armani Beauty dinner photocall, she wore a glittering black dress without a bra. Earlier in her trip, Sweeney was seen in a gold lace handkerchief-style top that partially exposed her chest, which she paired with cream Bermuda shorts. She also attracted notice in a tight white strapless Chanel dress during an outing to Harry’s Bar in San Marco.
Sweeney’s strategy increasingly intertwines her Hollywood acting career with her burgeoning commercial endeavors. Syrn has consistently positioned Sweeney herself as the central figure in its advertising, with the actress modeling pieces across the brand’s social media platforms. Her current blue lingerie shoot follows a recent campaign where she modeled pink items from the same birthday-themed collection, maintaining a consistent use of high-fashion styling alongside intentionally revealing lingerie to draw public attention to the brand.
Her personal life has also remained a subject of public interest during this promotional period. Sweeney’s boyfriend, Scooter Braun, 45, accompanied her to Italy, where they were photographed displaying affection during a gondola ride. Their relationship, reportedly ongoing for over a year, has become more public as Sweeney attends major international events. For now, however, the immediate focus of her recent social media activity remains firmly on Syrn and the "Birthday Boobs" collection, as Sweeney continues to leverage her public image to maintain visibility for her new lingerie venture.
