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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.

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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.

THE search for Savannah Guthrie’s mom has taken a dark turn as investigators are filmed searching a septic tank.

Nancy Guthrie, 84, has been missing for over a week after she was taken from her home in Tucson, Arizona last weekend.

Now, as investigators admit they have no suspects or persons of interest, officers from the Pima County Sheriff’s Department have been seen back at her property opening up a manhole cover.

Drone footage taken on Sunday shows them searching the tank behind Nancy’s house.

Three detectives were seen putting a long pole down the manhole at the rear of the property, but it is not known what they are looking for.

It comes just 24 hours after officers were last seen at the property where they removed a car from the garage and took a camera off her roof that appeared to have been missed in previous searches.

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HELD RANSOM

Kidnappers ‘demand £4.4m’ for TV star’s mum – as FBI decode message in vid

Meanwhile, investigators also went back to her daughter Annie’s home on Friday night.

Officers arrived in an unmarked vehicle and stayed for around two hours, during which time camera flashes were seen in the garage and other parts of the house, per Fox News Digital.

It comes as…

Annie and her husband Tommaso Cioni were the last people to see Nancy before she went missing after going for dinner and dropping her home on January 31.

Officials have not commented on if any members of the Guthrie family have been ruled out as suspects in her disappearance.

Hours before officers arrived at Annie’s house, Savannah and her two siblings posted a video with a message to their mother’s alleged abductors.

Again, the heartbroken children were seen begging for the release of their mother, with The Today Show host saying, “we will pay”, in reference to a ransom sum that has been demanded in exchange for Nancy’s life.

Savannah said in the short video: “We received your message, and we understand.

“We beg you now to return our mother to us so that we can celebrate with her.

“This is the only way we will have peace. This is very valuable to us, and we will pay.”

A number of ransom notes have reportedly been received by the family and local news stations and it is not known which one they were responding to in the video.

Former FBI agents have decoded some of the hidden messages in their clip, revealing how they signal what is going on behind the scenes of the investigation.

“The fact they are now negotiating and willing to engage means they believe there is some validity behind [the notes],” one ex-agent told The Daily Mail.

“They aren’t asking for proof of life anymore, they’re only speaking to the ransomer.

“That shows there was something in the most recent ransom note [received Friday night] that changed the way they’re responding, at least for now.”

In their latest update, the Sheriff’s Department said on Sunday that the investigation is “ongoing”.

“Follow-up continues at multiple locations. No suspects, persons of interest, or vehicles have been identified,”the post on X read.

“If any significant developments occur in the case, a press conference will be called.”

If anyone told Mariah Carey ahead of time that Friday night’s MusiCares Person of the Year tribute would feature a live auction — an auction in which a meet-and-greet with the singer in Abu Dhabi was offered to the highest bidder — you sure couldn’t tell by observing her reaction.

Seated near the stage at the Los Angeles Convention Center, a camera feeding close-up images of her face to several screens, Carey appeared genuinely surprised by an auctioneer’s description of the backstage hangout in which she’d be expected to participate next month.

But such is the life of a queen.

Watching Carey respond in real time was actually the best thing about this annual Grammy-weekend gala meant to honor an artist’s work and philanthropy. Though the 56-year-old herself sang for only a minute or so at the end of the show, Carey was a delight to behold as a series of admirers took turns performing some of her many hits (and a handful of deep cuts).

Jennifer Hudson performs.

(Emma McIntyre / Getty Images)

The look of game recognizing game as Jennifer Hudson crushed “Vision of Love.” The tenderness with which she regarded her old friend Busta Rhymes doing their “I Know What You Want.” The slowly dawning realization that this heavily tattooed white man named Teddy Swims was really going to pull off “Without You.”

“That was terrifying,” Swims said when he finished the song — an all-timer of a power ballad with a lengthy chain of custody going back through Carey, Harry Nilsson and the doomed Welsh band Badfinger.

Best of all was the sight of Carey proudly singing along to Foo Fighters and Taylor Momsen as they blazed through a pair of tunes from the cult-fave grunge album she secretly recorded in the mid-1990s under the name Chick.

Dave Grohl of Foo Fighters, left, and Taylor Momsen perform.

(Matt Winkelmeyer / Getty Images)

Other acts on the bill included Adam Lambert, who went slow and moody for “Can’t Let Go”; the British girl group Flo, which gave an airy performance of “Dreamlover”; and Laufey, who kept a watchful eye on a giant prompter scrolling lyrics at the back of the room as she did “It’s Like That.”

Then there was Billy Porter, who took “Always Be My Baby” way over the top with wild vocal runs that made up for what they lacked in precision with — well, mostly with volume.

Carey took the stage late in the evening to give her thanks to “so many friendly and familiar faces — people I’ve worked with, people I’ve long admired, even people I thought I’d never see again.” After her speech, Jon Batiste popped out to lead a random assortment of stars through an all-hands finale of “All I Want for Christmas Is You,” which recently set a new record for the most weeks at No. 1 on Billboard’s Hot 100.

Charlie Puth? Gayle King? Rita Wilson? Carey looked pleased(-ish) to see each one.