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SHE’S got her showbiz career nailed, but will it be boom or bust for Sydney Sweeney as she takes on Kim Kardashian in the lingerie business?

It is the big question in Hollywood following Syd’s very ambitious move to rival Kim’s Skims brand with her own label, Syrn.

Last month, Sydney finally launched her highly anticipated range of undies with $1billion of support from a fund backed by Amazon ­billionaire Jeff Bezos.

And this week, she upped the ante with a cheeky promo video, which sees her raiding a local store with a gang of pals flashing their bras.

It is a ballsy scheme for a relative rookie who, despite cementing herself as a leading lady in the acting world, has yet to prove she has the business acumen to “do a Kim” and turn her sex symbol status into a corporate, billion-dollar brand.

Since co-launching her shapewear company Skims in 2019, Kim, 45, has defied the odds, making it a global lifestyle behemoth worth $5billion.

read more on Sydney Sweeney

MIDNIGHT SNACK

Sydney Sweeney shimmies and shakes in just a bra and underwear for Syrn ad

SMASHER SYD

Sydney Sweeney shows off curves in figure-hugging dress as she receives gong

She’s also launched a new partnership with sportswear giant Nike to create the NikeSkims label.

From where we are sitting, Kim’s a tough act to beat.

‘CALCULATED PLOT’

But evidently, Sydney, 28, isn’t one to be deterred — and why should she be when she’s got the world’s fourth-richest man on her side, injecting big bucks into her new venture?

Syrn, pronounced “siren”, is a ­lingerie line that promises to offer inclusive sizing, up to a 42DDD.

So far, the inventory is limited, with a handful of sexy bras, corsets, thongs and knickers offered on its online store, mostly priced at around $100 (£73) or under.

But sales have already been sky- high, with the “Seductress” collection going out of stock almost immediately.

Like Kim, Sydney has chosen a platform to stand on.

While Skims’ remit focuses on inclusivity — with shapewear sold in nine skin colours and in a large range of sizes — Syrn includes bigger-breasted women, who might not otherwise be catered for by traditional retailers.

It is a clever move, positioning the actress and her own famously ample chest front and centre, with the underlying message that she has something innovative to offer.

According to sources close to Sydney, the Euphoria star’s new business isn’t a half-baked move.It is a ­calculated plot to elevate her to the big leagues and prove she can more than keep up with the Kardashians.

Sydney wants to dethrone Kim — she knows she has the potential to make enormous money and turn Syrn into a multi- billion-dollar company, like Skims

Sweeney insider

“Sydney is extremely competitive and knows she has the potential to reach the very top of the fashion industry,” an insider exclusively tells The Sun.

“That’s exactly why she launched her lingerie brand.

“Syrn is one of her biggest dreams, and she is fully committed to doing whatever it takes to turn it into a major success and compete with top brands like Skims.

“She isn’t afraid of anything.

“She’s aware that Kim Kardashian and her team aren’t happy about her entering the lingerie space, and she was warned by several people not to do it, including friends close to Kim.

“But she never cared about Kim’s opinion, and she never lets others influence her business ideas.”

The insider adds: “Sydney wants to dethrone Kim — she knows she has the potential to make enormous money and turn Syrn into a multi- billion-dollar company, like Skims.

“She sees this as a competition and she loves that challenge.”

Sydney showed her rebellious streak — and got her brand some extra publicity — with a video in which she and her production crew scaled the Hollywood sign in Los Angeles, before hanging Syrn bras across the famous letters.

Some hailed her a cheeky rabble-rouser.

Others dismissed it as a PR stunt.

Either way, it got Sydney noticed and made her brand a ­talking point — especially after the Hollywood Chamber of Commerce, which owns and licenses the sign, slammed the actress, saying she did not have prior authority.

So could Sydney go to jail thanks to her zest and zeal for selling big-sized bras to the world?

No. But for an actress who knows the power of a good performance, she put on one hell of a show.

According to brand and culture expert Nick Ede, the stunt was in keeping with Sydney’s bold approach, which hinges on her unapologetically selling her biggest asset: herself.

She is not afraid to stick two ­fingers up to propriety to make her mark — and money.

‘STUNT MAVERICK’

Nick says: “While Kim is all about being wanted and admired, and always making sure everyone loves her, Sydney doesn’t care.

“She knows that people want to buy into the brand, and she is being maverick with her stunts.

“We didn’t know much about the lingerie line until a few weeks ago, but she’s stepped it up in a strategic way to cut through other celebs with huge brands and endorsement deals.

“Look at Meghan Markle — she had so much around her when she launched her brand.

“She had her TV show and her status, but Sydney has cut through all that in a punky way.

“In Euphoria, she’s a little bit messy as her character Cassie, and she’s a little bit messy as an actual celebrity.

“She’s sticking with her persona, which works well as a brand.”

Fans and critics will remember the chaos last year over Sydney‘s American Eagle ads, which boasted that she “has great jeans”.

Critics suggested the line was racist, claiming it ­promoted white supremacy.

But ­Sydney proved that sex plus controversy sells.

The clothing brand duly reported a massive spike in sales, plus a stock surge of 25 per cent.

Initially, Sydney refused to discuss the controversy.

However, in December, she said: “I’m against hate and divisiveness.

“In the past, my stance has been to never respond to negative or positive press, but I have come to realise that my silence regarding this issue has only widened the divide, not closed it.”

That said, she didn’t regret the ads, nor the impact they made.

And she’s not about to moderate her behaviour . . . not when she’s got her own brand to promote.

As Nick explains, the actress knows what her assets are, with curves that match her confidence, and she’s putting both on display.

“Sydney’s selling and creating a fantasy,” he explains.

‘SULTRY SELFIE’

It’s very ‘old Hollywood’ in many ways, but it’s gritty, too, and that’s why there is such huge appeal.

“She will become a mega-brand in the future.”

As for Kim, it is no surprise her nose has apparently been put out of joint over the Sydney uprising.

While she often gets models and celeb brand ambassadors to model her Skims wear, the week of the Syrn launch in January saw Kim post her own sultry selfie to Instagram, posing in her brand’s lacy lingerie.

Fans could not help but notice the timing of her decision to model a sexy Skims set, hot on the heels of Sydney’s own saucy ­campaign, also on social media.

As one follower said: “Kim said, not today, Sydney Sweeney,” while another weighed in: “Is this the Sweeney fight back?”

Ramping it up, Kim this week called in little sister Kylie Jenner to model a bra and knicker set from her “Everyday Cotton” Skims range in a bid to reel in younger fans.

Obviously, when it comes to the Hollywood pool of superficial friendships, Kim and Sydney are on decent terms, having rubbed ­shoulders last year at Jeff Bezos and Lauren Sanchez’s wedding.

Needless to say, having a mutual pal like Jeff will keep them civil — on the surface at least — as they have too much to lose if they fall out and put him in the middle.

But, according to insiders, Kim feels particularly irked by Sydney’s apparent bid to claim some of her global spotlight.

The Kardashian beauty is used to being the most talked-about woman in any room, but — since Sydney became a pop culture phenomenon — she’s been pulling eyes away.

The fact that she is now launching this lingerie line feels a little too close to home for Kim, especially since it has been reported that Sydney has also filed to trademark the Syrn name for cosmetics and beauty care products.

Coincidentally — or maybe not so — Kim has also spoken about expanding into the beauty space with Skims.

Now, she has ­reportedly been complaining to friends that Sydney is nothing more than a “copycat”.

Still, as Nick tells us, the pair actually have more to gain from this rivalry than meets the eye, as “it’s all about the amount of column inches and publicity they can get”.

‘REBELLIOUS STREAK’

Kim is hardly naive when it comes to the art of publicity.

This is the woman who “broke the internet” in 2014 after exposing her very famous bum to the world on the cover of Paper magazine.

She is hardly going to blush at the thought of engaging now in some performative bra wars with Sydney, as she knows full well that the oxygen for any successful brand is attention and visibility.

So who will ultimately triumph?

Well, Kim’s obviously got a tremendous head start.

She steered her brand to global domination, proving that — despite her internet-breaking derriere — she does nothing half-arsed.

But, like Kim, Sydney understands the power of harnessing one’s sex symbol status to achieve fame and fortune, combining that with business-minded savvy and sizeable investments to create a brand with real selling power.

Add to that her rebellious streak and she could be on to a winner with Syrn.

Whether she overshadows Kim remains to be seen, but one thing remains clear.

In the big, bad world of bra- selling celebs, this storm in a D cup will run and run.

SYD’S GEAR

SYDNEY SWEENEY

AGE: 28.

WEALTH: £30million.

FAMOUS FOR: Starring in The White Lotus, Euphoria and 2025 film The Housemaid.

CONTROVERSIAL MOMENTS: Her American Eagle clothing ad, with the tagline “Sydney Sweeney has great jeans”, which saw her accused of promoting genetic supremacy.

Plus having her bath water used to make a soap range in 2025.

RELATIONSHIPS: Dated businessman Jonathan Davino from 2018 to 2025.

Began dating controversial music executive Scooter Braun in 2025.

BRANDS: As well as Syrn, ­Sydney has her own production company, Fifty-Fifty Films.

She has also collaborated with Armani Beauty, Kerastase haircare, Laneige skincare, Ford motors and Miu Miu fashion.

KIM’S GEAR

KIM KARDASHIAN

AGE: 45.

WEALTH: £1.4billion.

FAMOUS FOR: Reality shows including Keeping Up With The Kardashians.

CONTROVERSIAL MOMENTS: Leaking of a sex tape starring Kim and Ray J in 2007, “breaking the internet” with her 2014 cover of Paper magazine, and a 72-day marriage to Kris Humphries.

RELATIONSHIPS: Married music producer Damon Thomas at 19 and split after three years; Kris Humphries, married and split after 72 days, 2011; Kanye West, married 2014, split 2021.

She is now dating Lewis Hamilton.

BRANDS: KKW Beauty (2017-2021), SKKN By Kim – skincare brand from 2022, Kardashian Kloset – resale site for TV family’s clothes.

Skims has also launched collaborations with Nike, Dolce & Gabbana and Fendi.

Homeland Security Secretary Kristi Noem has determined it is safe for Yemenis to return to their country, despite ongoing conflict.

The United States government has ended the Temporary Protected Status (TPS) designation for Yemen, ordering the more than 1,000 Yemeni refugees and asylum seekers living in the country to leave within 60 days or face arrest and deportation.

The action on Friday came as part of US President Donald Trump’s broad immigration crackdown, which is impacting those who fled perilous lives in war-torn countries.

It will terminate TPS for roughly 1,400 Yemeni nationals who have had access to the legal status since September 2015 because of armed conflict in their country, Secretary of Homeland Security Kristi Noem announced on Friday.

“After reviewing conditions in the country and consulting with appropriate US government agencies, I determined that Yemen no longer meets the law’s requirements to be designated for Temporary Protected Status,” Noem said in a statement.

“Allowing TPS Yemen beneficiaries to remain temporarily in the United States is contrary to our national interest,” she said, describing the revocation as an act of “putting America first.”

Contrary to Noem’s determination, Yemen continues to be riven by years-long conflict in one of the world’s poorest nations.

The State Department currently advises against travel to Yemen, citing “terrorism, unrest, crime, health risks, kidnapping, and landmines”.

TPS allows narrow groups of people in the US to live and work in the country if they’re deemed to be in danger if they return to their home nations, because of war, natural disaster or other extraordinary circumstances.

While the protections are technically temporary, historically, presidents have continued to renew TPS statuses for refugees and asylum seekers rather than revoking them and rendering them undocumented.

The TPS for Yemen was last extended in 2024 and was set to expire on March 3 of this year.

Yemeni beneficiaries with no other lawful basis for remaining in the US have 60 days to voluntarily depart the country or face arrest, the statement said, offering a complimentary plane ticket and a $2,600 “exit bonus” for those who “self-deport”.

Since coming to office last year, Trump has ended the status for Venezuelans, Hondurans, Haitians, Nicaraguans, Somalis, Ukrainians and thousands of others.

The Trump administration has also expanded its travel restrictions since returning to power, imposing a total ban on citizens of 19 countries from entering the US, primarily targeting Muslim-majority and African nations, including Yemen, Somalia and South Sudan.

Citizens from a further 29 countries, including Nigeria and Senegal, are subject to partial bans.

Feb. 2 (UPI) — A federal judge on Monday blocked the Trump administration from ending Temporary Protected Status for Haitians in the United States, allowing at least half a million people from the island nation to remain in the country.

Judge Ana Reyes of the U.S. District Court for the District of Columbia granted a temporary stay for more than 500,000 people from Haiti, who have fled their home country because of the ongoing dangerous instability there, The New York Times and the Guardian reported.

In her 83-page decision, Reyes called the Trump administration’s justification for ending the Temporary Protected Status (TPS) program for people from Haiti is flawed, noting that it ignores that “TPS holders already live here, and legally so.”

Congress created the TPS program in 1990 to provide protection for foreign nationals who are in the United States until their countries are safe to return to — be it because of natural disasters, armed conflicts or other dangerous situations — according to a 2025 report from the Congressional Research Service.

Based on current law, the Secretary of Homeland Security can designate people from countries experiencing some type of dangerous circumstances for at least 6 to 18 months, but can extend the time frame based on conditions in these people’s home countries.

As of March 2025, there were more than 1.3 million people in the United States granted TPS status from 17 countries, CRS reported.

Over the course of 2025, however, DHS has revoked TPS status for at least seven of the countries since President Donald Trump was inaugurated back into office in January 2025.

TPS protection for Haitians in the United States, as well as employment authorization, is scheduled to end on Tuesday, according to the U.S. Citizenship and Immigration Services website, but Reyes’ ruling puts that on hold for an unknown period of time.

Monday’s ruling comes on the heels of three judges of the 9th U.S. Circuit Court of Appeals last week ruling against DHS Secretary Kristi Noem’s efforts to end TPS protection not only for people in the U.S. from Haiti, but also from Venezuela.

On Monday evening, DHS Assistant Secretary Tricia McLaughlin told Axios that the administration would appeal the ruling.

“Supreme Court, here we come,” DHS Assistant Secretary Tricia McLaughlin said. “Temporary means temporary and the final word will not be from an activist judge legislating from the bench.”

SPRINGFIELD, Ohio — In a church crowded to overcapacity, two-dozen faith leaders and their audience of hundreds sang and prayed together in unity Monday as a sign of support for Haitian migrants, some of whom fear their protected status in the United States may be ended this week.

Religious leaders representing congregations from across the United States attended the event at Springfield’s St. John Missionary Baptist Church, demanding an extension of the Temporary Protection Status that allowed thousands of Haitian migrants to legally arrive in Springfield in recent years fleeing unrest and gang violence in their homeland. The TPS designation for Haiti is set to expire Tuesday, and those gathered were hoping that a federal judge might intervene and issue a pause.

“We believe in the legal system of this country of ours, we still believe. We believe that through the legal ways, the judge hopefully will rule in favor of current TPS holders today that will allow them to stay while we continue to fight,” Guerline Jozef, executive director of the Haitian Bridge Alliance, told the packed church.

“We have been called for such a time as this to protect those who have nowhere else to go. They cannot go back to Haiti,” she said.

So many people turned up for the church event that a fire marshal had to ask 150 to leave because the building had exceeded its 700-person capacity.

Hundreds joined a choir clapping and singing: “You got to put one foot in front of the other and lead with love.”

They also observed a moment of silence for people who died in federal immigration detention and for Alex Pretti and Renee Good, who were shot and killed by federal officers in Minneapolis. Some of the speakers evoked biblical passages while appealing for empathic treatment of migrants.

Federal immigration crackdown and TPS

The Department of Homeland Security announced last June that it would terminate TPS for about 500,000 Haitians in the U.S., including some who had lived in the country for more than a decade. DHS said conditions in the island nation improved enough to allow their safe return.

“It was never intended to be a de facto asylum program, yet that’s how previous administrations have used it for decades. The Trump administration is restoring integrity to our immigration system to keep our homeland and its people safe,” DHS spokesperson Tricia McLaughlin said in a statement, noting there were no new enforcement operations to announce.

A federal judge in Washington is expected to rule any day on a request to pause the TPS termination for Haitians while a lawsuit challenging it proceeds.

TPS allows people in the U.S. to stay and work legally if their homelands are deemed unsafe. Immigrants from 17 countries, including Haiti, Afghanistan, Sudan and Lebanon, had the protective status before President Trump’s second term started.

The uncertainty over TPS has deepened worries for an already embattled Haitian community in Springfield.

Trump denigrated the community while campaigning in 2024 for a second term, falsely accusing its members of eating their neighbors’ cats and dogs as he  pitched voters  on his plans for an immigration crackdown. The false claims exacerbated fears about division and anti-immigrant sentiment in the mostly white, working class city of about 59,000 people.

In the weeks after his comments, schools, government buildings and the homes of elected officials received  bomb threats.

Since then Springfield’s Haitians have lived in constant fear that has only been exacerbated by the federal immigration crackdowns in Minneapolis and other cities, said Viles Dorsainvil, leader of Springfield’s Haitian Community Help and Support Center.

“As we are getting close to the end of the TPS, it has intensified the fear, the anxiety, the panic,” Dorsainvil said.

Sunday church service

Some of Springfield’s estimated 15,000 Haitians also sought comfort and divine intervention in their churches Sunday.

At the First Haitian Evangelical Church of Springfield, its pastor estimated that half of the congregants who regularly attend Sunday service stayed home.

“They don’t know the future; they are very scared,” Rev. Reginald Silencieux said.

Flanked by the flags of Haiti and the United States, he advised his congregation to stay home as much as possible in case of immigration raids. He also offered a prayer for Trump and the Haitian community and reminded congregants to keep their faith in God.

“The president is our president. He can make decisions. But he is limited,” he said. “God is unlimited.”

After the service Jerome Bazard, a member of the church, said ending TPS for Haitians would wreak havoc on his community.

“They can’t go to Haiti because it’s not safe. Without the TPS, they can’t work. And if they can’t work, they can‘t eat, they can’t pay bills. You’re killing the people,” he said.

Many children in the Springfield Haitian community are U.S. citizens who have parents in the country illegally. If they are detained, Dorsainvil said, some parents signed caregiver affidavits that designate a legal guardian in hopes of keeping their kids out of foster care.

“They’re not sending their kids to school,” he said.

Volunteers from nearby towns and from out of state have been calling the Haitian community center offering to deliver food for those afraid to leave home, Dorsainvil said. Others have been stockpiling groceries in case immigration officers flood the community.

Some, he said, have been receiving desperate calls from family members abroad asking them to leave. “They keep telling them that Springfield is not a safe place now for them to stay.”

Henao writes for the Associated Press. AP reporter Julie Carr Smyth in Columbus, Ohio, contributed to this report.