Sydney Sweeney launched her lingerie brand, SYRN, on January 28, and online reactions linked the debut to a same-day Instagram post by Kim Kardashian. The Sydney Sweeney lingerie brand SYRN was promoted with photos of the Euphoria actor modeling new designs. Shortly after the launch, a Kim Kardashian SKIMS Instagram post showed her in a black-and-espresso lace set with a matching silk kimono. Commenters noted the timing and speculated about competition, though neither Sweeney nor Kardashian addressed the claims. SYRN’s range spans Seductress, Romantic, Playful, and Comfy concepts, from lacy two-pieces to athleisure. Founded in 2019, SKIMS has expanded from lingerie to loungewear and apparel for multiple skin tones and genders.
