Sydney Sweeney is putting her own face at the centre of SYRN’s latest campaign push, appearing in a pair of sharply contrasting lingerie looks that move from dark, theatrical styling to softer 1960s-inspired glamour.
The first look arrived through a SYRN video featuring Sweeney in black lace lingerie from the brand’s “Seductress” line. The set included a bra designed with intricate butterfly-wing detailing across the cups, paired with matching underwear and a garter belt. She completed the styling with a black fur bolero, sheer gloves, smoky eye makeup and voluminous blonde waves.
The campaign video was circulated online with Sweeney appearing as both the model and the public face of the lingerie brand. The accompanying coverage described the clip as part of her latest fashion campaign for SYRN.
What makes the rollout more interesting is how quickly SYRN changed the visual language.
Just days after the black lace campaign appeared, Sweeney returned in another brand post built around a noticeably different mood. This time, the styling leaned into vintage glamour, with the actress wearing a white balconette bra and matching underwear finished with small bow details. A sheer cape with fur trim was layered over the look.
Her beauty styling followed the same retro direction. Sweeney’s hair was shaped into bouncy blonde ringlets, while white eyeliner and pink blush helped reinforce the 1960s-inspired aesthetic.
SYRN moves from ‘Seductress’ to ‘Romantic’
The distinction between the two campaigns goes beyond colour.
The black lace set was identified as part of SYRN’s “Seductress” line, while the later Instagram post positioned Sweeney under the brand’s “Romantic” theme.
In that post, SYRN identified the product as the “Forget Me Not Balconette” in the Cheerio colourway. The captured Instagram post showed 1.8 Million likes and around 7k comments at the time reflected in the coverage.
That contrast gives the recent campaign run a clearer identity than a single celebrity fashion appearance. One presentation is built around black lace, butterfly detailing and smoky styling. The other uses white lingerie, softer makeup and overtly retro references.
In both cases, Sweeney is not appearing simply as a celebrity wearing an outside label. The posts promote SYRN, the lingerie brand she is associated with, making her role in the campaign closely tied to the brand itself. The earlier coverage specifically described her as modelling lingerie from “her brand Syrn” and noted that the campaign video was posted through SYRN’s Instagram account.
A campaign built around distinct characters
The recent posts suggest that SYRN is presenting its lingerie through distinct moods rather than repeating one visual formula.
The “Seductress” styling relies on dramatic black lace and accessories, including the fur bolero and sheer gloves. The “Romantic” presentation shifts almost completely in the opposite direction, combining white lace, bows, a sheer cape and styling influenced by 1960s glamour.
That approach also gives Sweeney different roles within the same broader campaign identity. Instead of merely changing the lingerie set, the hair, makeup, accessories and overall styling change with it.
The response visible around the posts indicates that the campaign attracted considerable social engagement. Coverage of the black lace video noted that viewers filled the comments with fire and heart-eye reactions, while the later SYRN Instagram carousel had already accumulated tens of thousands of likes in the captured post.
For SYRN, the latest run therefore works as more than another celebrity-led lingerie shoot. By placing Sweeney in two clearly differentiated aesthetics within days of each other, the brand has created a campaign sequence that moves between contrasting personalities while keeping its founder-facing celebrity presence consistent.
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