Sydney Sweeney is not waiting for her birthday to start celebrating. The actress has transformed the occasion into her boldest campaign yet for her lingerie brand, SYRN.
Ahead of turning 29 on September 12, Sweeney unveiled the playfully named “Birthday Boobs” collection through a glamorous video and photoshoot. The campaign mixes lingerie, oversized cakes and retro styling to create a birthday party that feels deliberately cheeky and theatrical.
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One standout image shows the Euphoria star stretched across a table in a sheer black floral bra, matching thong and garter belt while surrounded by cake. Other looks include a black chiffon romper with a tiara and a baby-blue lace set styled with thigh-high socks and white heels.
The video pushes the birthday theme even further. Sweeney appears in multiple designs before posing topless with cakes strategically covering her chest. Balloons, heart-shaped desserts and a colourful 1970s-inspired kitchen complete the playful setting.
Personal Details Shape the Collection
The Sydney Sweeney SYRN campaign is not only built around striking visuals. The upcoming collection also carries several personal touches linked directly to its founder.
Designs feature hand-drawn forget-me-not flowers, delicate bows and embroidered details. Select pieces include the message “I really love you” in Sweeney’s own handwriting, giving the range a more intimate identity.
Baby blue, reportedly one of the actress’s favourite colours, appears alongside baby pink and black. The collection includes bras, thongs, camisoles, matching sets and garter belts under SYRN’s Romantic category.
“Birthday Boobs” launches on September 1, less than two weeks before Sweeney’s birthday. Prices will range from $19 to $64, while sizing will run from XXS to 3X with 44 bra sizes available.
Sweeney launched SYRN in January 2026 and has continued expanding the brand through smaller themed releases rather than one massive seasonal collection. Its identity is divided into four moods: Seductress, Romantic, Playful and Comfy.
With the latest campaign, Sweeney is once again positioning herself as more than the famous face attached to the label. She remains closely involved in its creative direction, turning a personal milestone into a carefully planned fashion moment that is already generating plenty of attention.