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Sydney Sweeney is making a bold move from Hollywood to the fashion world with the launch of her own lingerie brand, SYRN. The direct‑to‑consumer intimate apparel line is designed to celebrate women’s individuality and confidence. The 28‑year‑old Euphoria and The Housemaid star officially dropped the first collection this week, featuring pieces across four distinct style personas. And it puts Sweeney in the lingerie market alongside A-list heavyweights like Kim Kardashian and Rihanna. Here’s what to know about her brand compares to the others.

Sydney Sweeney’s SYRN brand gives wearers the option of different personalities to choose from

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Sydney Sweeney is officially stepping into the fashion world with the launch of her own lingerie brand, SYRN. She created the intimate apparel brand with the idea that lingerie should reflect the many sides of a woman’s personality. The actress teased her debut collection with sultry social media imagery before the brand dropped its first pieces on Jan. 28, 2026. Early reports indicate high demand and buzz among fans and fashion followers alike.

At the heart of SYRN’s launch is a philosophy of expressive, inclusive design. According to Sweeney, the brand was born from her own frustration with poorly fitting lingerie. She describes SYRN as “a playground for self‑expression” where women can feel sexy, powerful, soft, playful, or comfortable depending on their mood. The initial collection is organized into four distinct style personas, including Seductress, Romantic, Playful, and Comfy, according to Parade. This allows wearers to choose pieces that suit different facets of themselves. Bra sizes span a wide range (from 30B to 42DDD). Select items also come in XS to 3XL or “enhanced sizing” designed for more room and coverage.

SYRN’s debut pieces include lacy bras, thongs, corsets, and bodysuits. Prices range from about $19 to $269. Celebrity photographers have shot campaign imagery that plays up both the sensual and relaxed sides of the brand, with some looks, especially from the “Seductress” category, already selling out soon after launch.

How does SYRN compare to Kim Kardashian’s SKIMS brand?

Sydney Sweeney has big shoes to fill when it comes to celebrity lingerie brands. Kim Kardashian’s SKIMS brand is one of the most established celebrity‑founded intimate apparel brands. SKIMS evolved from a shapewear pioneer into a company that now includes loungewear, basics, swim, and men’s lines. Its success rests heavily on solving real fit and comfort problems while championing inclusivity. Like SYRN, SKIMS offers extensive sizing and a wide range of skin‑tone shades to meet diverse body types, and this inclusivity has been central to its identity.

SYRN, on the other hand, isn’t building from a technical solution like shapewear. Instead, it’s pitching a self‑expression narrative tied closely to Sweeney’s own persona. Instead of focusing first on the engineering of fit and contouring solutions, SYRN organizes its debut collection around its many styles.

When it comes to sizing, it appears that both SKIMS and SYRN emphasize inclusivity. However, when it comes to pricing, SYRN may beat Kardashian’s brand. Many of SYRN’s core items are under $100 with a direct-to-consumer model. This could make the brand feel more accessible or trend-oriented.

How does Sydney Sweeney’s brand compare to Rihanna’s Savage X Fenty lingerie?

Kim Kardashian’s SKIMS brand aside, Sydney Sweeney’s SYRN also has to compete with Rihanna’s Savage X Fenty lingerie line. Rihanna launched Savage X Fenty in 2018, positioning the brand as empowering and inclusive lingerie for all women. The brand blends everyday basics with bold, fashion-forward pieces across collections. Savage X Fenty boasts dozens of styles, including everyday “On the Reg” essentials to risqué bodysuits and capsule collections. Additionally, Rihanna’s brand offers a wide range of sizes and shades designed to reflect diverse bodies and identities.

Rihanna has framed the line around confidence and self‑expression, saying women should “wear lingerie for their damn selves.” Additionally, the brand benefits from years of cultural presence. Savage X Fenty has been featured in retail partnerships and fashion shows and has built a reputation for diversity.

SYRN, by contrast, is a newcomer with a distinctly narrative‑driven debut. Rather than launching with a broad category strategy, SYRN’s first collection centers on mood and identity expression. The launch is still early and highly curated, with a more focused product drop than Savage X Fenty’s extensive array.

Lingerie-wearers hoping for size inclusivity can depend on both brands to deliver. Savage X Fenty’s offerings span a broad size spectrum in bras and underwear, with many styles available from about 32A up through at least 44DD in bras.

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