Sydney Sweeney launches Syrn lingerie line 'for different bodies'

Sydney Sweeney is doubling down on her status as a commercial campaign staple.

Less than a year after her ad for American Eagle drew controversy, she is launching her own retail line − though this one's focused more on what's underneath. The "Euphoria" actress, 28, unveiled a new lingerie company this week, entitled Syrn (pronounced like "sye-rin").

"I was in the 6th grade with DDs. I hated the bra I had to wear," Sweeney, whose buxom figure has become part of her brand, said in a press release, per Cosmopolitan. "When I bought my first cute bra that actually fit, I wore it to pieces."

"Designing for different bodies is a huge part" of the brand, she wrote, likely named after the Greek mythological term for an alluring woman.

"I wanted to create a place where women can move between all the different versions of who we are," she added in the release. "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 lingerie line launches after Hollywood sign stunt

The "Euphoria" star was recently recorded climbing the Hollywood sign in California to promote the forthcoming lingerie line. While the sign is technically publicly owned, by the City of Los Angeles, the Hollywood Chamber of Commerce owns the licensing rights. TMZ was first to report the news.

The Hollywood Chamber of Commerce and the Hollywood Sign Trust, which manages upkeep and security of the sign, have both indicated that neither Sweeney nor her team requested permission to be on the property or include it in footage.

In a statement to USA TODAY Monday, Jan. 26, the Hollywood Chamber of Commerce said that the production "was not authorized … nor did we have prior knowledge of it." The chamber is reportedly investigating the incident.

The lingerie line is scheduled to drop Jan. 28 at noon ET and arrives at the end of a buzzy year for Sweeney. With 2025 film roles both in the box office flop "Christy" and the thriller "The Housemaid," the actress remained booked and busy, despite ongoing conversation around her prevalence in the commercial sphere.

Both the American Eagle jeans ad, which critics accused of promoting white supremacy with its play on "good genes," and a campaign for Dr. Squatch soap allegedly containing her real bath water, sparked conversation over using her celebrity as a frequent branding opportunity.

Contributing: Taijuan Moorman, USA TODAY