Sydney Sweeney has taken an unconventional approach to promoting her lingerie brand, Syrn, appearing in a new campaign that shows her shaving her face in front of a mirror.
The promotional images, shared on the brand’s official social media account on October 22, 2026, offer a glimpse of its upcoming holiday collection.
The actress appears in a navy blue bra, a matching cropped sweater and black leggings while holding a razor against her face. The photographs combine a familiar grooming routine with lingerie styling, giving the campaign a beauty-focused twist.
The promotional shoot is part of Syrn’s holiday collection rollout. In its Instagram announcement, the brand introduced a theme called “Hibernation Nation,” describing it as the cozy part of its holiday offering.
“Meet Hibernation Nation, the cozy part of the SYRN Holiday Special,” the brand wrote, inviting customers to register for exclusive early access through its official website.
Beyond showcasing the new collection, the photographs have drawn attention to facial shaving, a grooming practice often associated with dermaplaning. Sweeney is pictured using a razor on her face, bringing an everyday beauty ritual into the brand’s promotional imagery.
The skincare element also connects with Sweeney’s previously discussed beauty habits. In an earlier interview, the actress explained that she exfoliates more frequently while filming because of the effects heavy makeup can have on her skin.
After the Novig Campaign Controversy, Sydney has also spoken about having sensitive skin and changing her skincare products depending on the weather and where she is working.
For Syrn, the new campaign continues its approach of combining lingerie with distinctive visual themes. Sweeney launched the label with an emphasis on offering intimate apparel suited to different body types, preferences and personal styles.
Before introducing the brand, she discussed her own difficulties finding comfortable, well-fitting bras while growing up. That experience helped shape her interest in creating lingerie designed with different body types in mind.
The latest photographs place Sweeney at the centre of the label’s marketing while presenting a more relaxed, at-home aesthetic for its seasonal collection.
Alongside her business activities, Sweeney has continued working in film. Her recent projects include Christy, in which she portrays boxer Christy Martin, and The Housemaid, an adaptation of Freida McFadden’s novel.
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