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Sydney Sweeney has landed in hot water as her lingerie business SYRN, which was launched earlier this year, is reportedly going through a major crisis.
A source shared, "It's been a disaster. They thought it would be a sellout based on Sydney's brand, but clearly her saleability is waning rapidly."
Sydney Sweeney's career in shambles
Following the success of Euphoria and Anyone But You, Sydney has been part of major box office flops, including Americana, Eden and Christy.
When SYRN was launched, Sydney said, "I wanted to build a lingerie brand that feels like it understands women instead of talking at them."
SYRN facing backlash
Despite offering garments in 44 sizes, critics have shared that the brand is more focused on the founder than the products.
"SYRN's branding feels exclusionary," states a review on The Robin Report. "It does not invite women in; it asks them to emulate and fawn over the founder. And the inconsistency between the brand's intention and execution is a threat to its long-term viability."
The report further claimed, "The brand ultimately remains centered on one figure: Sydney Sweeney. It's as if the underwear is not actually the product; Sweeney's body is."
This is not the actress' first controversy linked to clothing.
In July 2025, the Housemaid star appeared in an advertising campaign for American Eagle Outfitters called "Sydney Sweeney Has Great Jeans," prompting intense scrutiny over alleged racism and eugenics.
Addressing to the backlash, American Eagle said in a statement, "'Sydney Sweeney Has Great Jeans' is and always was about the jeans."
This comes amid her headline-making romance with music mogul Scooter Braun.
It was reported that the actress has moved in with her 45-year-old billionaire beau at the $65 million Brentwood bachelor pad that he purchased in 2021 after splitting from now ex-wife Yael Cohen.
The Immaculate actress and Scooter attended Jeff Bezos and Lauren Sánchez’s wedding festivities in Venice, Italy, in June 2025.
A source later told People that the two "hung out in Italy for the Bezos wedding".
Sydney Sweeney and Scooter Braun made their relationship public on social media in April 2026 when the American businessman shared a photo of them from the Euphoria Season 3 premiere.
