Los Angeles, CA – Actress Sydney Sweeney, known for her breakout role in HBO's Euphoria, has launched a new lingerie brand called Syrn, drawing directly from her personal experiences with body image insecurities during her youth. In a candid interview with Us Weekly, the 28-year-old star revealed how developing curves early on left her feeling self-conscious, but her portrayal of the character Cassie Howard on Euphoria marked a turning point in embracing her body. Sweeney announced the brand's debut in early 2026, positioning it as a solution to the discomforts she faced with traditional lingerie options.
Sweeney, who first gained widespread attention with her role in the 2018 film The Handmaid's Tale before becoming a staple on Euphoria starting in 2019, shared that her challenges began in sixth grade. "I grew up with boobs. I was wearing a 32DD in sixth grade, and I never felt confident," she told Us Weekly. "I never had anything I felt good in, and I just wanted to hide." This early insecurity, she explained, stemmed from a lack of supportive and comfortable clothing that allowed her to feel at ease in her own skin.
The actress credited her time on the set of Euphoria, the HBO series created by Sam Levinson that explores the lives of high school students navigating drugs, sex, and identity, with transforming her perspective. Filming the show, which wrapped its second season in 2022 and is anticipated to return for a third, helped Sweeney realize the power in confidence. "It wasn’t until [I played] Cassie in 'Euphoria' that I started realizing it’s actually powerful to be confident; our bodies are incredible. We should embrace [them] and feel really good in our skin," she said in the interview.
According to Us Weekly, Sweeney's experiences both on and off screen inspired the creation of Syrn, which she developed after years of frustration with ill-fitting undergarments. "I’d always be like, ‘Oh, this fit doesn’t work,’" she recounted. "‘I don’t have the support I want. The straps are digging into my shoulders, or it’s kind of itchy and riding up.’” To conceptualize the brand, Sweeney compiled a extensive Pinterest board featuring thousands of inspirational images, which eventually led to the product's realization.
The launch of Syrn in early 2026 comes at a time when Sweeney has solidified her status as one of Hollywood's rising stars, with recent roles in films like Anyone But You (2023) and Immaculate (2024). Her personal style, which she describes as casual and jeans-focused, influenced key pieces in the collection, including a black corset top designed for date nights. "That’s why I made it, because I don’t like to get too dressed up; I’m more of a jeans girl," Sweeney explained. "I could not find a top that made me feel hot without being too much. But this is perfect. You can tie it as tight as you want, so you can make ’em pop as much as you want! The shape is amazing."
Sweeney's venture into fashion aligns with a broader trend among celebrities turning entrepreneurial, following in the footsteps of figures like Rihanna with her Fenty line or Kendall Jenner with 818 Tequila. While Syrn focuses on lingerie, it emphasizes comfort and empowerment, themes that resonate with Sweeney's public persona. The brand's website, launched alongside the announcement, highlights inclusive sizing and high-quality fabrics aimed at addressing common complaints in the industry.
Beyond her professional endeavors, Sweeney recently opened up about the challenges of her personal life in the spotlight during an interview with Cosmopolitan. The actress, who has been linked to various high-profile figures but keeps her relationships private, emphasized her independence. "Look, I am a boss in my life. I take control. I go after what I want," she told the magazine. "I am confident, and I am successful, and I don’t actually need a man. I’ve got myself. I’ve got an incredible group of girlfriends. I’ve got a team of bad--- women."
Navigating romance amid fame presents unique hurdles, Sweeney noted, particularly for someone with her level of success. "That is very intimidating to a lot of guys, so a guy needs to be able to stand in that with me," she added. "It takes a very specific person who can handle the world that comes with me. There was a guy who I really, really liked, but he told me he can’t handle my world. It’s a hard thing." This revelation underscores the pressures faced by young women in Hollywood, where public scrutiny can complicate personal connections.
Despite her self-assuredness, Sweeney admitted to deeper vulnerabilities regarding her future. In the Cosmopolitan piece, she confessed a "huge fear" of lifelong solitude. "I have a huge fear of being alone for the rest of my life, so I look for someone who will be my best friend, who I can hang out with, talk to all the time, dream up things with, and work with," she explained. Her ideal partner, she described, would be "athletic and outgoing and funny," aligning with her own active lifestyle.
Sweeney, an avid adventurer who enjoys activities like skydiving and mountain climbing, stressed the importance of shared interests and values. "I’m a sporty girl, so someone needs to be able to climb a mountain with me, go skydiving with me. And someone who loves their family," she said. "I love myself a man… oh, wow, when you print that, you won’t hear the inflection in my voice." This lighthearted comment highlights her approachable demeanor, even as she navigates the complexities of fame.
The timing of these interviews coincides with increased media attention on Sweeney, including speculation about her dating life following flirtatious interactions with NFL player Puka Nacua at a recent event. Reports from entertainment outlets, including Fox News, noted Nacua's playful comments about potentially asking her out, though Sweeney has not publicly responded. Such stories illustrate how her personal disclosures often fuel public interest, blending her professional achievements with off-screen narratives.
Looking ahead, Syrn's launch represents more than a business move for Sweeney; it's a reflection of her journey toward self-acceptance, one that she hopes will resonate with others facing similar insecurities. The brand's emphasis on functionality and confidence could carve out a niche in the competitive lingerie market, potentially expanding to include more everyday wear. As Euphoria fans await the third season, expected sometime in 2025 or later according to HBO announcements, Sweeney's influence continues to grow across entertainment and fashion spheres.
Sweeney's story also sheds light on evolving conversations around body positivity in Hollywood, where past generations of actresses often faced rigid beauty standards. By sharing her experiences from sixth grade through her Euphoria era, she contributes to a dialogue that encourages young women to view their bodies as sources of strength rather than shame. Industry observers, speaking to Variety in recent months, have praised such transparency as a step toward more inclusive representations on screen and in marketing.
While details on Syrn's initial product lineup remain focused on essentials like corsets and supportive bras, Sweeney has hinted at future collaborations that could incorporate sustainable materials, aligning with her Pacific Northwest roots in Spokane, Washington. Her commitment to authenticity, evident in both her acting choices and entrepreneurial pursuits, positions her as a multifaceted figure in modern pop culture.
As Sweeney balances these ventures, her reflections on relationships remind audiences of the human side behind the glamour. In an industry known for its fleeting connections, her search for a genuine partnership underscores universal themes of companionship and support. With Syrn now available online and in select boutiques starting this month, the actress's latest chapter promises to empower while inviting deeper connections both personal and professional.