19 hours ago
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Sydney Sweeney put her world-famous assets on smoldering display yet again in backstage footage from her latest ad campaign.
The 28-year-old was prancing around in underwear from her new line Syrn for the lens of iconic fashion photographer Ellen von Unwerth.
She launched the line Wednesday with the debut of her steamy new photo-shoot, and hours later video clips emerged of her behind the scenes.
Sweeney could be seen pulling open her feather-trimmed black bathrobe to reveal a sizzling set of lingerie including a black lace bra and matching suspenders.
Enhancing the impact of her showgirl chic, she gathered her hair into an updo redolent of Brigitte Bardot and pranced around for Unwerth's camera.
She could also be glimpsed in a plunging bodysuit that showcased her cleavage and taut midriff - teamed with sparkling shag legwarmers - as she posed on a stage in front of a projected video of her in the previous feathered-robe look.
Sydney Sweeney put her world-famous assets on smoldering display yet again in backstage footage from her latest ad campaign
The 28-year-old was prancing around in underwear from her new line Syrn for the lens of iconic German fashion photographer Ellen von Unwerth
For another photoshoot, was dressed in a pink ensemble for her debut collection Seductress, including a garter belt and a thong.
The longtime gearhead was pictured in one snapshot lounging against a vintage car, a purple faux fur coat sliding tantalizingly down her shoulders.
Wearing a large set of dark shades, she lowered her head and raised a hand to dramatically wave away a couple of photographers in the staged image.
Teetering on a towering set of stilettos, she flounced in and out of the car and struck pose after pose around it, showing off her product to full advantage.
Sweeney explained that she launched her line partly out of frustration with the 'annoying strap' and 'cutting bands' she tends to come across in bras.
'I wanted to create a world and a feeling. I wanted to build a lingerie brand that feels like it understands women instead of talking at them,' she told Elle.
'Syrn is about confidence without pressure, feeling sexy, powerful, soft, playful, or all of the above, depending on the day. As the sole founder, my vision was to create something that lives in real life and doesn’t hold anyone back.'
She wanted the underwear to be comfortable, she added, saying: 'Boobs and bodies are like fingerprints; everyone’s are different, and I wanted to design for that.'
For another photoshoot, was dressed in a pink ensemble for her debut collection Seductress, including a garter belt and a thong
The longtime gearhead was pictured in one snapshot lounging against a vintage car, a purple faux fur coat sliding tantalizingly down her shoulders
Teetering on a towering set of stilettos, she flounced in and out of the car and struck pose after pose around it, showing off her product to full advantage
Sweeney explained that she launched her line partly out of frustration with the 'annoying strap' and 'cutting bands' she tends to come across in bras
'I wanted to create a world and a feeling. I wanted to build a lingerie brand that feels like it understands women instead of talking at them,' she told Elle
'Syrn is about confidence without pressure, feeling sexy, powerful, soft, playful, or all of the above, depending on the day,' said the Housemaid bombshell
She wanted the underwear to be comfortable, she added, saying: 'Boobs and bodies are like fingerprints; everyone’s are different, and I wanted to design for that'
The first collection is called Seductress, which Sweeney billed as 'bold, confident, and unapologetic. It’s about owning your power and your desire on your own terms.'
She added: 'Starting there set the tone for Syrn as a brand that celebrates femininity in all its forms. It’s not about dressing for anyone else; it’s about how you feel when you put it on. Seductress is that moment of stepping into yourself.'
In a press release, she shared the way her own experience of developing influenced the lingerie brand she ended up founding this year.
'I was in the 6th grade with DDs,' shared the Euphoria actress. 'I hated the bra I had to wear. When I bought my first cute bra that actually fit, I wore it to pieces. Designing for different bodies is a huge part of Syrn.'
Enhancing the impact of her showgirl chic, she gathered her hair into an updo redolent of Brigitte Bardot and pranced around for Unwerth's camera
She wore a plunging bodysuit - teamed with sparkling shag legwarmers - as she posed on a stage in front of a projected video of her in the previous feathered-robe look
She added : 'I wanted to create a place where women can move between all the different versions of who we are. I love working on cars, I go waterskiing, I'll dress up for the red carpet then go home to snuggle my dogs. I'm not one thing, no woman is.'
Sweeney raved: 'Lingerie is such a fun way to express yourself .You get to feel feminine, and you get to feel powerful. You get to keep it all for yourself, if you want.'
Her latest ad campaign comes months after she went viral for her American Eagle jeans commercial, which provoked a social media meltdown as frenzied critics compared it to 'Nazi propaganda.'
Entitled Sydney Sweeney Has Great Jeans, the ad shows its star buttoning up a set of denim trousers and offering a playful pun on the word 'genes.'
'Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color...my jeans are blue,' Sydney says.
The campaign was met with an explosion of controversy upon its launch in July, as social media users feverishly accused it of being racist and flirting with eugenics in light of its star's blonde-haired, azure-eyed appearance.
Other viewers leapt to the bombshell's defense, calling the blowback 'unhinged' and saying opponents of the ad were 'reading too much into this.'
English (US) ·