Sydney Sweeney's Syrn has already attracted controversy, but can it be a brand that lasts?

"So you could be like, 'I hate her because of the American Eagle,' or you love her because of the American Eagle, but no matter what, you're talking about her. For a brand launch, that's always a good thing. Controversy and craziness and all that kind of stuff is good for initial curiosity."

"For [Sweeney]....it's an interesting brand to go into, it kind of fits with her image, it leans into her sex appeal,"

"But in the long term, it's about how regular women feel about it. Does it make them feel sexy, special, comfortable, whatever they're looking for in their lingerie, underwear?"

Syrn launched with a fiery campaign and a Hollywood Sign stunt that polarized online audiences, using controversy to generate initial curiosity. The brand presents inclusive sizing, offering bra sizes from 30B to 42DDD, and positions itself as relatively affordable. Initial visibility leverages the founder's high public profile and sex appeal, but sustained performance depends on product quality, clear differentiation, and whether the brand's messaging makes regular buyers feel sexy, special, or comfortable. The lingerie market remains competitive, with legacy players like Victoria's Secret and numerous influencer-founded entrants challenging new direct-to-consumer labels.

Read at Retail Brew