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Sydney Sweeney expands SYRN brand and joins Novig as partner

Updated 16 times since CLSTR started tracking revisions of this situation.

What changed

2026-09-10 08:57 UTC → 2026-09-12 06:43 UTC · added removed

Sydney Sweeney expands SYRN brand via viral campaigns and joins Novig as partner

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”. On September 11, Sweeney became a partner and equity holder in the sports prediction market Novig. Her involvement includes a “Just Sports” advertising campaign featuring near-nude shots using sports equipment as props.

Versions

  1. 2026-09-12 06:43 UTC Sydney Sweeney expands SYRN brand and joins Novig as partner
  2. 2026-09-10 08:57 UTC Sydney Sweeney expands SYRN brand via viral campaigns
  3. 2026-09-09 00:58 UTC Sydney Sweeney expands SYRN brand via viral campaigns
  4. 2026-09-03 21:41 UTC Sydney Sweeney expands SYRN brand via viral campaigns
  5. 2026-09-02 02:01 UTC Sydney Sweeney expands SYRN brand via viral campaigns
  6. 2026-08-31 09:34 UTC Sydney Sweeney expands SYRN brand via viral campaigns
  7. 2026-08-28 20:31 UTC Sydney Sweeney expands SYRN brand via viral campaigns
  8. 2026-08-27 23:47 UTC Sydney Sweeney expands SYRN brand via viral campaigns
  9. 2026-08-10 01:14 UTC Sydney Sweeney promotes SYRN via viral social media
  10. 2026-08-07 13:48 UTC Sydney Sweeney SYRN buzz, NZ bungee, Romantic launch
  11. 2026-08-06 12:01 UTC Sydney Sweeney SYRN buzz, NZ bungee, Romantic launch
  12. 2026-08-03 13:14 UTC Sydney Sweeney SYRN buzz, Australia shoot, NZ bungee trip
  13. 2026-07-31 13:54 UTC Sydney Sweeney SYRN buzz, Australia shoot, NZ bungee trip
  14. 2026-07-29 18:30 UTC Sydney Sweeney SYRN buzz, Australia shoot, NZ bungee trip
  15. 2026-07-27 13:08 UTC Sydney Sweeney SYRN buzz, Australia shoot, NZ bungee trip
  16. 2026-07-26 18:36 UTC Sydney Sweeney SYRN buzz, Australia shoot, NZ bungee trip
  17. 2026-07-26 01:54 UTC Sydney Sweeney SYRN buzz, Australia dump, NZ vacation

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