Sweeney’s New Lingerie

On the Syrn website: The Show Off Unlined Plunge Bra $89 and The Showpiece Basque, $98.

Syrn is the latest celebrity created lingerie brand, this from actress Sydney Sweeney. In a stunt to focus attention on introduction, she led a team dressed in black that draped several long ropes, composed of bras tied together band to band, across the Hollywood sign in California on the night of January 26.

In an interview in Elle she repeated the tropes often used in previous lingerie launches, including the assurance of greater comfort, as well as, in Sweeney’s words “a lingerie brand that feels like it understands women instead of talking at them,” and the promise that the wearer will now feel “ bold, confident, and unapologetic. It’s about owning your power and your desire on your own terms.”

Backing for the line came from Coatue, a private equity firm that has invested in a vast array of consumer brands, as well as Jeff Bezos and others. The initial collection is Seductress and is offered in sizes 30B to 42DD. On the syrn.com website, The Show Off Unlined Plunge Bra at $89 was sold out in all sizes by January 29. The Showpiece Basque, for $98, and The Fantasy Lace Halter Bodysuit, for $89 were both listed as “coming soon.” Three additional collections, which are promised in the coming months, are listed on the website as Playful, Comfy and Romantic.