Actress Sydney Sweeney has shared a series of behind-the-scenes photos and video clips to promote a new lingerie collection for her brand SYRN ahead of her 29th birthday.
The 28-year-old star revealed that the upcoming line, titled Birthday Boobs, is scheduled to drop on September 1, less than two weeks before her birthday on September 12.
Promotional images posted to social media featured Sweeney in a racy blue lace bra that left little to the imagination. Another snapshot showed the blonde beauty posing in a kitchen wearing a semi-sheer baby-blue bra, matching garter belt, and thong.
On Sunday, Sweeney posted additional content snapped during the photoshoot, including a polaroid-style image. A brief video snippet also showed her wearing a black three-piece set as she looked over her shoulder and smiled coyly for the camera.
Cake Baking Promotional Video
In the main campaign video, Sweeney tantalized fans while suggestively making a mess with flour while baking cakes scantily clad. Throughout the clip, a gritty, slowed, and vintage-inspired iteration of Happy Birthday played to set a sexy tone.
The clip showed the actress setting multiple cakes on a long table before mounting the surface and seductively crawling across it.
Sweeney captioned her social media post, "Birthday suits look a little different around here," adding a cake emoji to the message. Meanwhile, SYRN teased the drop to its 482,000 Instagram followers with the caption, "Step into the world of Birthday Boobs."
The advert drew a mixed reception in the comment section. One follower asked if Sweeney was teasing a potential OnlyFans launch, while another added, "I've seen more of Sydney than some women I've dated." A third fan commented, "Where can I buy the cake? Asking for a friend."
SYRN Brand History and Pop-Up Activations
The Housemaid star has consistently rolled out sexually-charged promotional material since launching SYRN in late January. Sweeney is widely known for her television and film roles, including portraying Cassie Howard on the HBO drama series Euphoria.
In April, the actress took her products to the Stagecoach music festival for a pop-up activation. During the event, she appeared wearing a $269 Date Night corset from her brand.
Sweeney opened up about her mission for SYRN earlier this year, insisting she wants to ensure every piece fits well and works on a beautiful range of body types. Speaking to Cosmopolitan magazine in January, she said her designers are all women and described her team as amazingly diverse.
"My models are a beautiful range of body types," Sweeney told Cosmopolitan. "I'm always like: 'I want to see it on every body.' I can't be the only model. I need to make sure everyone feels really good in it." She added, "If I wouldn't wear it, I wouldn't want to make it."
Film Production Pursuits
The intimate apparel range represents one of the entrepreneur's latest business pursuits. Sweeney has also recently launched a production company named Honey Trap.
The company's first project is Hollow, a reframing of Washington Irving's classic 1820 short story The Legend of Sleepy Hollow. The film tells the story through the eyes of Katrina Van Tassel, played by Sweeney.
