Sydney Sweeney's Syrn 'Seductress' Ad Has Everyone Talking, and Jeff Bezos Is Involved

Sydney Sweeney is making waves with her latest promotional drop for Syrn, the lingerie brand she founded earlier this year. The 28-year-old actress posted a steamy video on Instagram of herself in a black lace bra, thong, and garter belt from the new“Seductress”collection, paired with a fur shrug and sheer gloves. The caption was simple:“Syd for Seductress.”

This sultry spot follows a more playful promo earlier in the week, where Sweeney posed with model Amélie Tremblay for the brand’s“Playful”collection. It’s all part of her vision for the company, which has raised eyebrows and eyebrows for its high-profile backing from Amazon founder Jeff Bezos. Prices for the new pieces range from a $19 thong to an $89 plunge bra, putting the line in reach of many fans.

At its core, Sweeney says Syrn is about more than just the clothes.“I wanted to create a place where women can move between all the different versions of who we are,”she said.“I’m not one thing, no woman is.”The message is resonating. Do you think celebrity-backed brands like this are worth the hype, or do you pass on them? Let us know in the comments.