Syrn

A Times Square billboard and a party at Chateau Marmont marked the arrival of Syrn on January 28, 2026. The brand is the creation of actress Sydney Sweeney, who secured $10 million in Series A funding from Coatue Management. Sweeney, known for her roles in Euphoria and The White Lotus, has been hands-on in design, sketching pieces and selecting fabrics. The core collection features bralettes, panties, bodysuits, and loungewear in muted tones like cream, black, and sage. Prices range from $40 to $80, positioning Syrn in the premium segment alongside Skims and Savage X Fenty.

The brand targets a younger demographic seeking versatile intimates that work from day to night. Its aesthetic is clean and understated, a deliberate contrast to the more overtly sexy or athletic vibe of some competitors. Initial sell-outs and strong social media buzz suggest the strategy is working. Syrn operates as a direct-to-consumer e-commerce business from its Los Angeles headquarters, shipping to the US and Canada. Restocks and a Spring/Summer 2026 collection are already in the works, with rumors of a department store pop-up later in the year.[edit]