Sydney

SYDNEY Sweeney has stripped down to cheeky underwear while pulling on a man’s boxers in sexy new photos for her lingerie line.

The actress recently launched her new lingerie brand, Syrn, and has been modeling the sultry undergarments in ad campaigns.

Her latest was posted on the brand’s official Instagram page on Tuesday, showing Sydney, 28, flashing her bare butt in revealing white underwear.

The Housemaid star covered the top half of her curvy figure with a loosely fitted long-sleeved shirt and had her long blonde hair styled in loose waves.

However, Sydney wasn’t the only one in the photo.

A mystery man also appeared in the pic, facing away from the camera, wearing nothing but boxers, and his pants were draped around his ankles.

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Sydney latched onto the side of the man’s boxers with one hand and held a barcode scanner with the other, which she aimed at a barcode sticker on his lower back.

Another solo snap of The White Lotus star showed her smiling with her hands in the air, looking disheveled with the buttons on her shirt misaligned.

The caption announced Syrn’s “Midnight Snack Collection,” which was released earlier that day.

“She is absolutely stunning,” one fan gushed in the comments.

“OMG SHE IS SO PRETTY,” said another.

“I can’t wait to buy everything!!” a third added.

Sydney’s lingerie line rivals A-list celebrities Rihanna, Hailey Bieber, and Kim Kardashian, who also have widely successful lingerie brands.

The Christy star might have taken her racy promotional ads a bit too far after photos recently circulated of her littering the iconic Hollywood sign with dozens of bras.

Late last month, TMZ reported that Sydney had permission to film the sign but didn’t get clearance to touch or climb it, which she did in the ad.

The Hollywood Chamber of Commerce, which owns the sign, is reportedly investigating how Sydney’s team accessed the sign.

Sydney hasn’t yet commented on the legal situation, but she’s continued to post steamy content of her donning pieces from her collection.

The Anyone But You star is known for pushing the boundaries onscreen, which is especially seen in the Euphoria Season 3 trailer, where Sydney’s character, Cassie Howard, becomes an OnlyFans-style content creator.

“People forget that I’m playing a character, they think, ‘Oh, she gets naked on screen, she’s a sex symbol,’” Sydney previously said in an interview.

“I have no problems with those scenes, and I won’t stop doing them, but I wish there was an easier way to have an open conversation about what we’re assuming about actors in the industry.”

SYDNEY Sweeney and her ex-fiance appear to be moving forward with the renovation of the $6 million Hollywood home they purchased before their split, The U.S. Sun can exclusively reveal.

Sydney, 28, and producer Jonathan Davino, 42, reportedly bought a fixer-upper in Bel Air, Los Angeles, at auction in 2023.

According to property filings, it was purchased under a trust, and the couple paid $250,000 over the original asking price.

A mortgage was taken out with City National Bank for $4.34 million, with a maturity date of June 2053, according to documents.

Sydney and Jonathan split in early 2025, and the Euphoria star is now dating former music manager Scooter Braun, 44.

Despite the breakup, it appears they have no plans to abandon the home project.

Jonathan was seen at the property following their breakup with Sydney’s dog, Tank, as he checked on the clean-up progress.

Now, The U.S. Sun can confirm things are moving along with plans to renovate the pool at the historic home, once owned by Hollywood screenwriter Delmer Daves.

Records from late December indicate that an initial building permit application was submitted for a new pool and spa with a solar heating system.

The contractor on file is Ventura Pools Masonry, while the application was filed by Mae Wachtel of Helping Hand for Contractors.

EXTENSIVE CLEAN-UP

According to Ventura Pools’ website, they are a recognized name in the industry and “have built everything from Olympic-sized pools to 90-foot-long water features.”

They added, “We bring more than 20 years of experience to the table and look forward to the challenge of building projects that are difficult.”

Detailed plans obtained from the Los Angeles Department of Building and Safety show the pool’s layout and also list a second contractor from Pool Engineering, Inc.

The U.S. Sun has reached out to Sydney’s rep for comment on Jonathan’s involvement with the project.

The 1930s-era estate sits on 1.25 acres and offers roughly 4,477 square feet of interior space, featuring five bedrooms and four bathrooms.

The original listing highlights the site’s strong potential for a complete rebuild.

In addition to the two-story main house, the property includes a detached guest residence tucked behind it.

When Sydney and Jonathan took ownership, the land was choked with overgrowth, leaving them with an extensive cleanup.

The couple were first connected in 2018 and announced their engagement in 2022.

It is believed they quietly separated around January 2025, with the breakup widely confirmed by March of that year.

NEW ROMANCE

Sweeney later publicly acknowledged she was single and focusing on herself in a May interview.

But by the summer of last year, it was clear she had already found love again, as she was linked to music exec Scooter, who finalized his divorce from wife Yael, the mother of his three children, in 2022.

Sydney and Scooter first stepped out together at Jeff Bezos and Lauren Sanchez’s wedding in June, and they have since been photographed on romantic dates.

Scooter is reportedly worth $500 million, earned from years of managing major artists, including Justin Bieber, and later selling his company.

He owns several lavish homes, including a $65 million mansion in Brentwood, Los Angeles.

Although Sydney’s net worth stands at around $40million, she already has a property portfolio.

She owns a $3 million Tudor-style home just a mile down the road from her Hollywood compound, bought in 2021 after she found fame.

She also snapped up a lavish waterfront retreat in the Florida Keys, purchased in June 2024 for $13.5 million.

Designed for resort-style living, the home includes a private gym, a 520-bottle wine room, and a built-in aquarium.

Outside, the property offers docking for at least six boats, parking for multiple cars, and a saltwater infinity pool overlooking the water, complete with a swim-up bar and in-pool seating.

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.

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MIDNIGHT SNACK

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

SMASHER SYD

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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.

SYDNEY Sweeney is in knockout form in a 1950s cream gown. 

The Housemaid actress, 28, wore the fitted gown to the Santa Barbara International Film Festival, where her and Wuthering Heights actor Jacob Elordi, 28, held hands after each being honoured with the Virtuosos Award. 

Sydney, who won for boxing flick Christy, said: “We were actually fighting.  

“We were breaking noses, we had bloody noses, I had a concussion.  

“It was very real. I sent them all care packages afterwards – I felt really bad.” 

Christy was based on the incredible life and career of champion boxer Christy Martin. 

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SEXY SYRN

Sydney Sweeney seduces fans in black lace thong for most daring lingerie look yet

Martin married her coach Jim Martin – despite being a lesbian – before he tried to KILL the fighter by stabbing and shooting her.

The boxing great – who later married her former opponent Lisa Holewyne – survived the attack while Jim was jailed for 25 years.

Martin’s sensational story was played out on the big screen by Sweeney – who went under a dramatic transformation for the role.

She trained for three months with a boxing coach before filming while also doing weights and having a nutritionist.

Sweeney worked out up to three times a day – while piling on the pounds with a fast food diet of Chick-fil-A and milkshakes.

SYDNEY Sweeney has debuted a sexy lingerie look, leaving fans’ jaws on the floor as she posed in a black thong and matching bra.

The stay recently announced her new brand, Syrn, which she’s been feverishly promoting with paparazzi-style shots, and daring ads.

Sydney, 28, posed for the camera in a lacy black bra, a tiny thong, thigh-high tights, suspenders, and a matching silk robe.

She shielded her face from the flash in the snaps, posted to the Syrn Instagram Story.

The promotional pic comes days after the release of a racy ad, showing the Euphoria actress doing some work around the yard in itty bitty lingerie.

SHOWSTOPPER

In the ad, she’s seen in a tiny house getting ready to start her day.

Birds outside her window are chirping, carrying bras and underwear on a wire.

She then heads out to do yard work, tending to a ruse bush, trimming imperfections off a shrub shaped after her body, and mowing the lawn.

After a long day of work, the bra and panty-clad star strips down to slip into something more comfortable.

Her silhouette is seen in the window as she slips off her bra and tosses it out.

Sydney’s impressive figure is on full display in the ad, which promotes the latest release from her brand.

She previously shared that Syrn will offer designs split into four “personas” – seductress, romantic, playful and comfy.

The range will come in 44 sizes from 30B to 42DDD.

She said at the time: “The secret is finally out . . . this is lingerie you wear for YOU, no explanation, no apology.

“I wanted to create a place where women can move between all the different versions of who we are.

“I love working on cars, I go water skiing, I’ll dress up for the red carpet then go home to snuggle my dogs.

“I’m not one thing, no woman is.”

SYDNEY Sweeney has told how her first bra inspired her new lingerie range.

The Housemaid actress, 28, revealed she was a 32DD at 12.

She told Cosmopolitan: “I remember going to the store to get my first wire bra.

“It was silk and the only bra I felt good in.

“I literally wore it to the point that it had holes in it.”

Her new SYRN range include bras up to size 42DDD.

Sydney said she still had her first bra, adding: “It has stood by my side my entire life.

“I want to make bras that stay with women.”

Sydney last week unveiled her SYRN range with a raunchy campaign.

Sweeney is said to be currently dating US music executive Scooter Braun, 44.

PHOTO op queen Sydney Sweeney appears to have gone all camera shy — but then it was all an act to promote her underwear range.

The Euphoria actress, 28, chose a paparazzi-theme to show off the Seduction Bra and String You Along thong from her brand Syrn.

Another photo showed her in a fantasy lace halter bodysuit.

And fans appear to be falling for the hype.

One would-be buyer on social media was disappointed to find it was sold out, adding: “So sad.”

Another commented: “How is it all gone already?”

Read more on Sydney Sweeney

perfect model

Sydney Sweeney sizzles as she strips off to lace thong, bra & suspenders

Among the items which were snapped up was the $89 fantasy lace halter bodysuit and the “String You Along” lace thong costing $19.

Sydney previously revealed Syrn will offer designs split into four “personas” — seductress, romantic, playful and comfy — with 44 sizes between 30B and 42DDD.

She said: “The secret is finally out . . . this is lingerie you wear for YOU, no explanation, no apology.

“I wanted to create a place where women can move between all the different versions of who we are.

“I love working on cars, I go water skiing, I’ll dress up for the red carpet then go home to snuggle my dogs.

“I’m not one thing, no woman is.”

Well, they do say any attention is good attention.

Actor Sydney Sweeney was in the spotlight Monday after being captured on video recently scaling the H of the Hollywood sign under the cloak of darkness — to hang up some bras.

TMZ reported on the footage, which was part of a promotion for Sweeney’s upcoming lingerie line. But according to the Hollywood Chamber of Commerce, the alleged publicity stunt was not authorized.

The chamber owns the intellectual property rights to the sign, which is managed by the nonprofit Hollywood Sign Trust. Neither the chamber nor the trust knew about the apparent Sweeney stunt until they saw the video, officials told The Times.

“Anyone intending to use and/or access the Hollywood Sign for commercial purposes must obtain a license or permission from the Hollywood Chamber to do so,” the chamber’s chief, Steve Nissen, said in a statement. “The production involving Sydney Sweeney and the Hollywood Sign, as reported by TMZ, was not authorized by the Hollywood Chamber of Commerce nor did we have prior knowledge of it.”

Nissen also said that the organization “did not grant a license or permission of any kind to the production … nor did anyone seek a license or permission from the Chamber for that production.”

Footage obtained by TMZ shows Sweeney climbing up the Hollywood sign to help string up a clothesline of assorted bras across the familiar landmark. The “Christy” star is accompanied by a small crew that is filming her handiwork.

The team did obtain a general permit to film in the area from FilmLA.

But as is explained both on the Hollywood Chamber of Commerce and Hollywood sign websites, filming the sign itself requires additional clearance and payment of a licensing fee. The chamber says a portion of the proceeds goes to a trust that assists in maintaining the Hollywood sign. Access to the Hollywood sign is generally restricted.

So far, a police report that could trigger a trespass investigation and review by prosecutors has not been filed, according to L.A. Police Officer Tony Im, a department spokesperson.

Built in 1923, the Hollywood sign was donated to the city 21 years later. Climbing or altering the sign are not permitted — and have happened over the decades. Famously, the letters were changed to “Hollyweed” by a local college student on New Year’s Day 1976 when California downgraded the possession of a small amount of pot from a possible felony to a misdemeanor. That stunt was repeated in 2017. In that case, the suspect was arrested on suspicion of trespass. In 1987, Caltech students changed the sign overnight to read “Caltech.”

Last February, a man was arrested after he climbed onto the letter D as part of a social media promotion and was taken into custody.

As for Sweeney, this is not the first time the actor has been scrutinized for promotional activity involving clothing. The “Euphoria” star previously faced backlash for the slogan of an ad campaign involving jeans. (Sweeney later addressed the controversy, telling the Hollywood Reporter that she was “surprised by the reaction” and that she “[doesn’t] support the views some people chose to connect to the campaign. Many have assigned motives and labels to me that just aren’t true.”)

Representatives for Sweeney did not respond to The Times’ request for comment.