The Sydney Sweeney Syrn lingerie brand is drawing major attention in the fashion world, with many observers comparing it to Kim Kardashian’s established label, Skims.
Sydney Sweeney, best known for her role in Euphoria, recently launched Syrn, a lingerie brand that quickly gained traction online. As a result, industry watchers have begun discussing potential competition within the celebrity shapewear and lingerie market.
Sweeney introduced Syrn as a brand focused on confidence and individuality. Speaking to Elle, she explained that she wanted to create lingerie that “understands women instead of talking at them.” According to her, Syrn is designed to make women feel powerful, soft, playful, or confident depending on the moment.
Moreover, Sweeney has positioned herself as the face of the brand. She appears in campaign visuals and actively promotes collections on social media. This direct involvement has helped build strong engagement among her followers.
The brand’s recent collection, Midnight Snack, reportedly sold out soon after launch. Consequently, many industry observers see Syrn as more than a celebrity side project. Instead, it appears to be a serious entry into the competitive lingerie space.
Read: Sydney Sweeney Reveals Creative Process Behind SYRN Campaign
Sydney Sweeney, Syrn lingerie brand Vs. SKIMS
Comparisons to Kim Kardashian’s Skims have emerged naturally. Kardashian built Skims into a dominant name in shapewear and lingerie, shaping trends across the fashion industry.
Reports suggest Kardashian is closely monitoring new competitors in sectors such as lingerie, cosmetics, and skincare. While there has been no direct public statement from her, media outlets have highlighted the overlap between Skims and Syrn.
However, Sweeney’s approach differs in tone. She emphasises comfort and personal expression, positioning Syrn as a brand that lives “in real life” and avoids pressure-driven beauty standards.
At the same time, Sweeney’s acting career continues to expand. Her recent film projects and upcoming television appearances keep her firmly in the public eye. This dual visibility—both on screen and in business has strengthened her brand presence.
Read: Kylie Jenner Fronts SKIMS Everyday Cotton Campaign
Whether Syrn becomes a long-term challenger to Skims remains to be seen. Nevertheless, Sydney Sweeney is clearly carving out space in the celebrity fashion market while maintaining momentum in Hollywood.
