Sydney Sweeney’s SYRN Challenges Kim Kardashian and Rihanna in the Lingerie Market
Sydney Sweeney is making a significant foray into the competitive lingerie market with her new brand, SYRN, potentially disrupting the dominance of established players like Kim Kardashian’s SKIMS and Rihanna’s Savage X Fenty.
SYRN: A New Contender
Launched in January 2026, SYRN – pronounced “siren” – aims to offer inclusive sizing, extending up to 42DDD. The brand’s initial product line includes bras, corsets, thongs and underwear, with most items priced under $100. Sweeney has reportedly secured $1 billion in backing from a fund linked to Amazon founder Jeff Bezos.
The Competitive Landscape
SYRN enters a market already shaped by major brands:
- SKIMS: Co-founded by Kim Kardashian in 2019, SKIMS has grown into a $5 billion global force, recently expanding through a partnership with Nike.
- Savage X Fenty: Rihanna’s lingerie line, known for its inclusivity and diverse representation.
A Strategic Move
An insider close to Sweeney suggests that the launch of SYRN was a “strategic, carefully mapped-out move designed to place her in direct contention with powerhouse brands such as Skims.” Sweeney is reportedly approaching the business with a “fiercely competitive streak” and a belief in her ability to build a leading brand in the industry.
Marketing and Brand Identity
Sweeney has actively promoted SYRN through her social media channels, modeling the lingerie herself, which has garnered significant attention. This approach mirrors the strategies employed by Rihanna and Kardashian, who also frequently model their own brands’ products.