# Sydney Sweeney expands SYRN brand via viral campaigns > Live situation record from CLSTR: https://clstr.news/situations/sydney-sweeney-lingerie-brand-launch > Updated: 2026-09-11T05:49:48.000Z. Sources: 86. Developments: 23. Since the brand’s launch in January 2024, Sydney Sweeney has promoted her venture-capital-backed label, SYRN, through various high-profile campaigns. In early August 2026, she expanded the “Romantic” collection with items such as the $59 ivory “Forget Me Not” balconette bra and a sheer white robe. This expansion included a $54 plunging Recovery Romper sold at Erewhon, paired with a co-created blueberry-flavored Syrn smoothie; sales of the limited-edition drink support the Pink Ribbon Good charity. Sweeney has utilized social media to showcase the brand’s four distinct collections: Romantic, Playful, Comfy, and Seductress. Recent promotions include an Instagram video featuring an all-black “Seductress” look, which gained visibility after influencer Alix Earle posted a selfie wearing a SYRN bralette. By late August, promotional efforts for the SYRN basics range went viral, with one video on X garnering over 9 million views. Sweeney’s branding has also sparked online speculation regarding singer Taylor Swift. After Sweeney shared an Instagram Story of pastel panties embroidered with the phrase, “But daddy, I love him,” observers noted the connection to a song title from Swift’s 2024 album. To celebrate the brand’s first anniversary and her upcoming 29th birthday on September 12, Sweeney launched the “Birthday Boobs” collection. On September 1, the collection was officially released, featuring romantic lace, floral embroidery, and sheer designs in baby pink, baby blue, and black. On September 8, promotional details emerged for a retro-themed photoshoot captured by photographer Greg Swales, featuring Sweeney in a kitchen setting with cakes. The collection includes pieces featuring Sweeney’s own handwriting, such as the message “I really love you”. ## Claims - Sydney Sweeney and Scooter Braun vacationed in Queenstown, New Zealand. (corroborated by 12 sources) - They performed a tandem bungee jump, holding each other while jumping. (corroborated by 10 sources) - They also completed a nighttime bungee jump that brought them close to the water surface. (corroborated by 10 sources) - They posted photos and videos of the trip on Instagram, which attracted many comments from fans. (corroborated by 10 sources) - Other activities during the trip included a helicopter ride, archery, skiing, golf and a breakfast by a fireplace. (corroborated by 10 sources) - Sweeney and Braun first met at Jeff Bezos and Lauren Sánchez’s wedding in Italy in June 2025. (corroborated by 10 sources) - Actor Noah Centineo joined some of the activities, including a solo bungee jump. (corroborated by 9 sources) - Sydney Sweeney is promoting her lingerie brand, SYRN. (corroborated by 3 sources) - The collection is scheduled to drop on September 1. (corroborated by 2 sources) - The new collection is named ‘Birthday Boobs’. (single source) - Early access for the collection begins at 8 a.m. PT on September 1. (single source) - The campaign features a retro-inspired aesthetic with items like the ‘Blue Ditsy’ set. (single source) ## Timeline ### 2026-09-11: Sydney Sweeney draws attention with SYRN lingerie and Novig campaign Sydney Sweeney has garnered attention for wearing her own SYRN lingerie at the Venice Film Festival and starring in a provocative new advertising campaign for the sports prediction company Novig. 3 sources. https://clstr.news/cluster/sydney-sweeney-draws-attention-with-syrn-lingerie-and-novig-campaign ### 2026-09-08: Sydney Sweeney launches SYRN ‘Birthday Boobs’ collection Sydney Sweeney has launched the ‘Birthday Boobs’ collection to celebrate the first anniversary of her lingerie brand, SYRN, featuring a retro-themed campaign. 3 sources. https://clstr.news/cluster/sydney-sweeney-launches-syrn-birthday-boobs-collection ### 2026-09-05: Sydney Sweeney and Emily Elizabeth trend in recent fashion and social media updates Sydney Sweeney models for SYRN lingerie in new campaign footage, while influencer Emily Elizabeth trends on social media for recent beachwear posts. 2 sources. https://clstr.news/cluster/sydney-sweeney-and-emily-elizabeth-trend-in-recent-fashion-and-social-media-updates ### 2026-09-01: Sydney Sweeney promotes SYRN lingerie brand and attends Venice Film Festival Sydney Sweeney is promoting her SYRN lingerie brand's new ‘Birthday Boobs’ collection while making high-profile fashion appearances at the 83rd Venice International Film Festival. 9 sources. https://clstr.news/cluster/sydney-sweeney-promotes-syrn-birthday-boobs-collection ### 2026-08-30: Sydney Sweeney promotes SYRN lingerie brand Sydney Sweeney is teasing the September 1 launch of her SYRN lingerie collection, ‘Birthday Boobs’, featuring retro-inspired lace and mesh designs. 6 sources. https://clstr.news/cluster/sydney-sweeney-promotes-syrn-lingerie-brand ### 2026-08-27: Sydney Sweeney launches Syrn lingerie campaign Sydney Sweeney has debuted a provocative ‘Birthday Boobs’ campaign for her lingerie brand, Syrn, featuring romantic, retro-inspired designs to celebrate her upcoming 29th birthday. 22 sources. https://clstr.news/cluster/sydney-sweeney-shares-vacation-photos-and-new-lingerie-campaign ### 2026-08-09: Sydney Sweeney promotes SYRN lingerie amid social media buzz Sydney Sweeney is drawing viral attention for her lingerie brand, SYRN, following a high-view video and a controversial underwear design featuring a phrase linked to Taylor Swift's music. 6 sources. https://clstr.news/cluster/sydney-sweeney-promotes-syrn-lingerie-amid-social-media-buzz ### 2026-08-06: Sydney Sweeney pushes Syrn brand with new lingerie campaign and blueberry smoothie launch Sydney Sweeney expands Syrn with a $54 romper, a new Romantic lingerie line and a charity‑linked blueberry smoothie sold at Erewhon. 8 sources. https://clstr.news/cluster/sydney-sweeney-launches-new-syrn-romantic-lingerie-campaign ### 2026-08-03: Sydney Sweeney's SYRN Lingery Campaign Gains Attention Sydney Sweeney promotes SYRN lingerie with a new black Seductress video, while influencer Alix Earle also showcases the same bralette, boosting the brand's visibility. 6 sources. https://clstr.news/cluster/sydney-sweeneys-syrn-lingery-campaign-gains-attention ### 2026-07-29: Sydney Sweeney pushes Syrn lingerie brand with new steamy Instagram campaign Sydney Sweeney promotes her Syrn lingerie line with a new Instagram campaign featuring steamy photos, a bikini shoot in Ibiza, and backing from Coatue Management. 5 sources. https://clstr.news/cluster/sydney-sweeney-pushes-syrn-lingerie-brand-with-new-steamy-instagram-campaign ### 2026-07-27: Sydney Sweeney’s New Zealand Trip with Scooter Braun Sparks Instagram Backlash Sydney Sweeney and Scooter Braun’s New Zealand trip generated Instagram criticism over perceived bird shooting, following a coordinated farm‑style outing in Santa Barbara. 2 sources. https://clstr.news/cluster/sydney-sweeneys-new-zealand-trip-with-scooter-braun-sparks-instagram-backlash ### 2026-07-25: Sydney Sweeney and Scooter Braun bungee‑jump in New Zealand Sydney Sweeney and Scooter Braun bungee‑jumped together in Queenstown, NZ, sharing helicopter rides, archery and other activities on Instagram; fans praised the daring getaway. 13 sources. https://clstr.news/cluster/sydney-sweeney-launches-syrn-lingerie-line-then-holidays-in-new-zealand-with-scooter-braun ### 2026-07-21: Sydney Sweeney shares Instagram vacation photos from Australia and promotes SYRN underwear line Sydney Sweeney posted Instagram photos from her Australian vacation, showing personal moments and promoting her SYRN underwear line. 2 sources. https://clstr.news/cluster/sydney-sweeney-shares-instagram-vacation-photos-from-australia-and-promotes-syrn-underwear-line ### 2026-07-20: Sydney Sweeney shares candid Australia Instagram dump with boyfriend Scooter Braun Sydney Sweeney posted a 20‑photo Instagram dump from Australia, showing personal moments and boyfriend Scooter Braun during filming of Netflix’s “Gundam”. 9 sources. https://clstr.news/cluster/sydney-sweeney-and-scooter-braun-share-instagram-dump-from-australia-trip ### 2026-07-18: Sydney Sweeney's Lingerie Line Sparks Swift Fan Backlash Sydney Sweeney’s SYRN underwear featuring “but daddy I love him” sparked Swift fan backlash, seen as a jab amid her relationship with Scooter Braun, as she posted Aussie vacation photos with him. 12 sources. https://clstr.news/cluster/sydney-sweeneys-lingerie-design-sparks-alleged-taylor-swift-feud ### 2026-07-16: Sydney Sweeney showcases new SYRN lingerie line on Instagram Sydney Sweeney promoted new SYRN lingerie pieces—including a $39 plunging bralette—via Instagram videos, while a printed lyric on panties sparked Swift‑Braun speculation. 6 sources. https://clstr.news/cluster/sydney-sweeney-launches-new-syrn-small-town-girl-lingerie-collection ### 2026-07-14: Sydney Sweeney pushes SYRN lingerie with provocative Instagram campaign Sydney Sweeney promoted SYRN lingerie on Instagram with a black‑lace video, sparking mixed reactions, a Hollywood Chamber dispute over a sign stunt, and renewed Scooter Braun relationship rumors. 7 sources. https://clstr.news/cluster/sydney-sweeneys-lingerie-campaign-goes-viral-and-draws-criticism ### 2026-07-10: Sydney Sweeney's SYRN lingerie video goes viral on Instagram Sydney Sweeney posted a viral Instagram video in a sheer SYRN lace bodysuit, sparking millions of views and mixed fan reactions while promoting her lingerie brand amid an Emmy snub. 7 sources. https://clstr.news/cluster/sydney-sweeney-promotes-syrn-lingerie-with-viral-instagram-video ### 2026-07-04: Sydney Sweeney showcases SYRN lingerie line on Instagram Sydney Sweeney promoted her SYRN lingerie brand on Instagram, showing favorite pieces and urging fans to shop the collection, while noting the brand’s inclusive design goals and her fitness routine. 2 sources. https://clstr.news/cluster/sydney-sweeney-showcases-syrn-lingerie-line-on-instagram ### 2026-06-30: Sydney Sweeney Films Gundam in Australia and Promotes Lingerie Line Sydney Sweeney was spotted at a Gold Coast venue while filming the live‑action Gundam movie, and recently posted a video promoting her SYRN lingerie line, drawing notable social‑media attention. 3 sources. https://clstr.news/cluster/sydney-sweeney-films-gundam-in-australia-and-promotes-lingerie-line ### 2026-06-27: Sydney Sweeney sparks fashion buzz with Syrn bralette and white bikini Sydney Sweeney promoted her SYRN $39 bralette and later drew attention in a white bikini in Australia, sparking fan praise and social‑media buzz. 3 sources. https://clstr.news/cluster/sydney-sweeney-sparks-fashion-buzz-with-syrn-bralette-and-white-bikini ### 2026-06-24: Sydney Sweeney showcases her Syrn lingerie line in new Instagram video Sydney Sweeney promoted her Syrn lingerie brand with an Instagram video showing a burgundy set, highlighting the line’s four mood themes and attracting positive fan response. 2 sources. https://clstr.news/cluster/sydney-sweeney-showcases-her-syrn-lingerie-line-in-new-instagram-video ### 2026-06-13: Sydney Sweeney launches SYRN lingerie line with bold photo campaigns Sydney Sweeney debuted her SYRN lingerie line with revealing photo shoots, drawing mixed reactions; the first collection sold out and offers over 40 sizes worldwide. 3 sources. https://clstr.news/cluster/sydney-sweeney-launches-syrn-lingerie-line-with-bold-photo-campaigns --- Cite as: Sydney Sweeney expands SYRN brand via viral campaigns. CLSTR, https://clstr.news/situations/sydney-sweeney-lingerie-brand-launch