Sydney Sweeney's lingerie brand SYRN posted a full photoshoot featuring Olivia "Livvy" Dunne on April 22, and the internet read it as a power move.
The Instagram images show Dunne modeling SYRN pieces, including the brand's boyshorts, in what the New York Post called a collaboration that could "shake the lingerie industry." The Daily Caller described the post as a "hard launch" with Dunne at the center, while OutKick went further, calling it an "alliance" in what it dubbed the "Great Lingerie War of 2026."
Sydney launched SYRN in January 2026, famously promoting it by throwing bras over the Hollywood sign. The brand's first two drops reportedly sold out within hours, with prices mostly under $100 and 44 sizes ranging from 30B to 42DDD. Adding Dunne, who has more than 13 million followers across TikTok and Instagram and an NIL valuation of $4.1 million per On3, signals that SYRN is moving past founder-led hype and into something bigger.
The Victoria's Secret angle landed fast. The New York Post reported that Victoria's Secret shares dropped more than 4% the same day the photoshoot went live, though no direct causation was established. The framing stuck anyway, and fans ran with it.
The reaction
"Sydney is playing chess while everyone else is playing checkers," one fan wrote under the SYRN post. Another said: "Livvy in SYRN is the collab I didn't know I needed, Victoria's Secret should be worried."
The reaction tracks with how both women operate online. Dunne isn't just a former LSU gymnast. She's a proven brand converter who has partnered with American Eagle, Forever 21, Motorola, Vuori, and Passes, among others. Forbes quoted her saying she wants to be "more than your sport" and have a real say in the brands she works with. That creator-entrepreneur persona fits SYRN's identity, which Sydney built around personal control and body inclusivity.
"I was in the 6th grade with DDs. I hated the bra I had to wear," Sydney told Cosmopolitan when announcing the brand. "Designing for different bodies is a huge part of SYRN."
Putting Dunne's face alongside that message gives the brand a second high-recognition figure and broadens its reach beyond Sydney's existing audience. The Cut argued that SYRN is trying to tap a cultural lane once owned by Victoria's Secret, Skims, and Savage x Fenty, but in a more fragmented media environment where celebrity identity drives sales.
No formal contract details have been made public, so it's unclear whether this is a one-off campaign or a longer ambassador arrangement. The commercial logic is clear: Dunne brings audience scale, and SYRN gives her a brand that's already generating buzz without a traditional ad budget.
SYRN's next steps could include more celebrity faces, a new drop, or another viral stunt.
