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Sydney Sweeney Is Throwing Lingerie HAYMAKERS All Over Her IG Stories Right Now And It's The Most Important Thing To Happen In 2026 Thus Far

Sydney Sweeney's Syrn lingerie line debuts with a Hollywood sign stunt amid mixed reactions, following a year marked by high-profile ad controversies, TMZ reported.

  • On Jan. 28, Sydney Sweeney, 'Euphoria' actress and founder, unveiled Syrn, her new lingerie company, with the debut line dropping at noon ET.
  • Less than a year after the American Eagle controversy, Sydney Sweeney, 'Euphoria' actress, is doubling down on her status as a commercial campaign staple.
  • TMZ first reported footage of Sydney Sweeney recently climbing the Hollywood sign, California, while the Hollywood Chamber of Commerce said the production `was not authorized & nor did we have prior knowledge of it.`
  • The collection focuses on underwear, with Syrn emphasizing designing for different bodies and drawing its name from a Greek mythological term.
  • Arriving at the end of a buzzy year for Sweeney, the lingerie drop follows her staying booked with 2025 film roles, keeping fans and retail audiences engaged amid branding debates.
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Sydney Sweeney faces backlash over bra stunt

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The Hollywood Gossip broke the news in on Tuesday, January 27, 2026.
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