Sydney Sweeney Sets Pulses Racing in Risqué Syrn Lingerie Photoshoot Ahead of Her Milestone 29th Birthday

Sydney Sweeney is turning her 29th birthday into a lingerie launch, unveiling a playful new campaign for her brand Syrn that places her at the centre of a series of racy, cake-filled photographs. The actress models sheer lace lingerie, garters and matching pieces in the campaign for a collection aptly named 'Birthday Boobs', which is due to arrive on September 1.

The images, photographed by Greg Swales, show Sweeney posing around oversized birthday cakes while wearing several looks from the new collection.

One of the standout photographs features the actress in a sheer black floral bra, matching thong and garter as she lies across a table with cake and retro-inspired props. Other images feature softer blue and pink lingerie, giving the campaign a distinctly romantic aesthetic.

Sweeney turns 29 on September 12, making the September 1 collection the latest chapter in her rapidly developing business venture. Rather than simply lending her name to a fashion label, the 'Euphoria' star founded Syrn and has remained closely involved in its design and promotion.

Inside Syrn's Playful Birthday Lingerie Collection

Sweeney's latest photoshoot centres on the idea of mixing traditional birthday imagery with the glamour of lingerie. The black floral set is among the boldest looks, featuring sheer fabric and delicate detailing, while other outfits use chiffon, lace and floral patterns.

The campaign also introduces embroidered messages based on Sweeney's own handwriting. One design carries the phrase 'I really love you', reinforcing the collection's romantic theme. The range includes bras, thongs, camisoles, matching sets and garter belts.

Syrn describes its collections through different aesthetics, including Romantic, Seductress, Playful and Comfy. The new birthday range falls under the Romantic category, distinguishing it from some of the brand's more provocative designs.

Birthday Lingerie What's Coming on September 1

The 'Birthday Boobs' collection will be released on September 1, 11 days before Sweeney's birthday. The new pieces are designed around Sweeney's personal preferences, including her fondness for baby blue and feminine floral details.

The collection will be available in sizes ranging from XXS to 3X, with 44 bra sizes represented. Prices are reported to range from $19 to $64 (£14 to £49) for the new collection, placing several pieces below the price point of many premium lingerie labels.

The emphasis on sizing reflects an important part of Sweeney's stated approach to Syrn. When the brand launched in January, she told the press that she wanted to create lingerie that recognised differences between women's bodies rather than forcing them into a narrow set of shapes.

Why Sweeney Is Fronting Her Own Lingerie Brand

The campaign arrives as Sweeney continues to expand her profile beyond acting into fashion entrepreneurship. Syrn launched in January 2026, with Sweeney presenting the company as a brand shaped by her own experiences with finding well-fitting bras.

She has described the label as being about confidence, comfort and personal expression, rather than treating lingerie solely as an item designed for appearance. The latest campaign shows how Sweeney is also using her celebrity profile as part of Syrn's identity.

She is not simply appearing in the company's advertisements; she is the face, founder, and central creative presence behind its releases. With the 'Birthday Boobs' collection arriving on September 1, the timing gives Sweeney another opportunity to connect a personal milestone with the growth of her fashion business.