Sydney Sweeney dares to bare in eye-popping lace lingerie as she quietly plots beauty takeover

Sydney Sweeney turned up the heat this week as she unveiled a fresh set of sultry campaign images for her SYRN lingerie line.

Amid reports she is laying the groundwork to expand her fast-growing brand into the beauty space, the 28-year-old actress dared to bare in a series of lacy, sheer looks from SYRN's 'Romantic' collection.

For the photo shoot, she posed amid rose gardens, manicured hedges and pastel dreamscapes in visuals that leaned heavily into vintage glamour with a playful, provocative edge.

In the newly released images, the two-time Emmy nominee modeled delicate lace bodysuits, garter belts and stockings.

At times, she clutched baskets of red roses or wielding oversized garden shears. 

Her blonde hair was styled in soft waves, paired with black eyeliner and muted mauve lipstick for a polished, Old Hollywood-inspired finish.

The eye-catching campaign arrives as Sweeney's ambitions appear to be growing beyond lingerie. 

According to WWD, a trademark application filed with the U.S. Patent and Trademark Office on January 16 suggests the actress may be preparing to enter the skincare and cosmetics market under the SYRN name.

Trademark attorney Josh Gerben flagged the filing, which covers skincare products, beauty care preparations and cosmetics. 

The application is listed as an 'intent-to-use,' meaning products could currently be in development, or that the brand is securing protection for future expansion. 

No specific product names or formulations were detailed in the filing.

Sweeney officially launched SYRN last week, positioning the label as a direct competitor to powerhouse brands like Kim Kardashian's Skims and Rihanna's Savage X Fenty. 

The line offers 44 sizes, ranging from 30B to 42DDD, and is organized into four distinct 'modes': Comfy, Playful, Romantic and Seductress.

While recently speaking to Cosmopolitan, the actress said inclusivity and wearability were non-negotiable from the start.

'My designers are all women, and I have an amazing diverse team. My models are a beautiful range of body types,' she explained. '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. If I wouldn't wear it, I wouldn't want to make it.'

Sweeney echoed those sentiments in a recent interview with Elle, revealing she was motivated by a desire to create a brand that speaks to women rather than dictates to them.

'I wanted to create a world and a feeling,' she said. 'I wanted to build a lingerie brand that feels like it understands women instead of talking at them. SYRN is about confidence without pressure - feeling sexy, powerful, soft, playful, or all of the above, depending on the day.'

The actress, who is the sole founder of the brand, has been candid about her personal experiences with ill-fitting bras from a young age, noting that comfort was just as important as aesthetics when designing the line.

'Boobs and bodies are like fingerprints; everyone's are different,' she shared. 'I wanted to design for that.'

Most items in the collection are priced under $100, and Sweeney has confirmed that three additional collections - Comfy, Playful and Romantic - will roll out later this year following the debut Seductress launch.

'Seductress felt like the right opening chapter,' she explained. 'It's bold, confident and unapologetic. It's about owning your power and your desire on your own terms.'

The lingerie rollout follows a whirlwind week for the actress, who recently made headlines after a promotional stunt involving bras hung on the Hollywood Sign sparked backlash and a possible legal investigation. 

While Sweeney's team reportedly had a filming permit from FilmLA, officials later confirmed they did not authorize climbing or altering the landmark.