Sydney Sweeney proudly announced her lingerie brand, SYRN, earlier this year, but insiders are claiming that her success with it is already tanking.
According to a report from earlier this week, an insider close to the brand’s business stated that it had become a “disaster.” Though the initial drop was considered exciting due to both her popularity and mission to sell lingerie for all body types, the source claimed that they’re now struggling to make sales, and that it may not take long before they decide to call it quits. Though the star hasn’t addressed the business reports yet, it’s a sign that things aren’t heading in the best of directions. Read more about the update on the blonde bombshell’s business below.
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Sydney Sweeney Launched Lingerie Brand 'SYRN' Earlier This Year
The Euphoria actress officially launched her lingerie brand, SYRN, in January 2026, following months of speculation about her entering the clothing design space. The brand debuted with its first collection on January 28th, and initially stood out from other brands as it offered bras and underwear in 44 sizes, ranging from 30B to 42DDD, with most pieces priced under $100, adding an affordability aspect.
In interviews, Sydney shared her motivations for founding SYRN, which she revealed was like a personal project inspired by her own frustrations with finding comfortable, well-fitting bras, adding that she wanted to create something that catered to women's different bodies and personalities.
"I wanted to build a lingerie brand that feels like it understands women instead of talking at them," she told Elle upon the launch of the brand, mentioning that she wanted it to be a relatable and approachable brand that was about its quality and size range versus the flashiness of being sold by a celebrity.
Insider Claims Sydney's Brand Is A 'Disaster' In New Report
Despite the initial hype surrounding the lingerie brand, a new report from In Touch claims that the actress's company is now struggling to maintain momentum.
According to a source with information on the inner workings of the company, the brand's team has been holding meetings to come up with new strategies to boost sales, with the insider alleging that its performance has fallen far short, which has been concerning, especially after its trendy launch. There are some conspiracies that the downfall could be due to the continued backlash she's faced following her American Eagle "good jeans" campaign, which received racist allegations and took a massive hit to her reputation.
"It's been a disaster," the source told the above publication. "They thought it would be a sellout based on Sydney's brand, but clearly her saleability is waning rapidly."
The publication described it as a 'major crisis,' with there seemingly being a lot of uncertainty hanging in the air about the brand's future. We'll be curious to see if it'll make it to a year on the market, or if the team ultimately ends up shutting it down.
