Sydney Sweeney Unveils New Lingerie Line 'Syrn' with Viral Birthday Boobs Ad

Sydney Sweeney, the American actress and entrepreneur, has launched a new lingerie campaign for her brand Syrn, featuring risqué imagery intended to highlight body positivity and female empowerment. The 28-year-old star shared the advertisement on her Instagram account, where she appears baking a cake in a kitchen while wearing the brand’s “Birthday Boobs” lingerie. The clip shows her using the cake to cover herself at one point, later resorting to using the baked dessert to wipe her hands before changing back into the blue lingerie set.

Syrn, which Sweeney founded in January 2025 with financial backing from Coatue Management, is positioned to compete in the rapidly growing global lingerie market. Industry forecasts project the sector will reach approximately $104 billion in 2026 and expand to $166 billion by 2033. The market has evolved from basic undergarments to high-margin fashion and lifestyle products marketed around concepts of comfort, self-expression, and desire.

Sweeney’s brand targets a wide range of body types, offering 44 bra sizes with most pieces priced under $100. The direct-to-consumer model leverages her large social media following, particularly on Instagram, to drive customer acquisition and brand visibility. Early projections estimate Syrn’s first-year revenue at around $20 million, though some industry observers have expressed skepticism about the brand’s long-term viability.

The advertisement’s provocative visuals align with broader trends in the lingerie industry, where celebrity-led brands such as Kim Kardashian’s Skims and Rihanna’s Savage X Fenty have redefined the category by blending fashion, functionality, and celebrity influence. Sweeney’s involvement in Syrn reflects a similar strategy, using her star power to build a brand that emphasizes personal confidence and inclusive marketing.

The campaign’s release comes amid ongoing public discussions about birth rates, women’s autonomy, and the commercialization of the female body. While the advertisement has drawn significant attention online, it also underscores the broader cultural and economic significance of the lingerie market in contemporary consumer culture.

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