Published September 4th, 2026 - 09:01 GMT
ALBAWABA - Sydney Sweeney is celebrating her upcoming 29th birthday with a new campaign that puts her lingerie brand, Syrn, firmly in the spotlight.The ‘Euphoria’ star has unveiled a series of playful and revealing photographs for Syrn’s new “Birthday Boobs” collection, which officially launched on September 1. The campaign arrives less than two weeks before Sweeney’s birthday on September 12.The new images place Sweeney in a vintage-inspired kitchen filled with birthday decorations, balloons, cakes and baking supplies. In one of the campaign’s most talked-about shots, she poses topless while using two small birthday cakes to cover her chest.Another image shows the actress wearing a black lace bra, matching thong and garter while enjoying a birthday cake with her hands. The styling combines retro birthday imagery with classic lingerie, giving the campaign a playful but deliberately provocative feel.Sweeney’s look also helps sell the nostalgic theme. Her long blonde hair is styled in voluminous, side-parted waves, while her makeup features rosy pink tones and dramatic lashes.The photographs were taken by photographer Greg Swales, who has previously worked on several high-profile celebrity fashion campaigns.A Birthday Collection With a Personal TouchThe collection is more than just a birthday-themed marketing campaign for Sweeney.The actress, who founded Syrn earlier this year, has described the new range as a particularly personal project. She said she wanted the birthday collection to reflect her romantic side and described it as something resembling a love note that can be worn.The collection includes bras, thongs, camisoles and garter belts, with designs featuring chiffon, lace, bows and floral details. It is available in black, baby blue and pink tones.One of the collection’s distinctive details is embroidery based on Sweeney’s own handwriting. The phrase “I really love you” appears as part of the designs, adding a personal element to the otherwise playful campaign.The collection falls under Syrn’s “Romantic” category, reflecting the softer aesthetic behind many of the new pieces.The Campaign Is Getting Plenty of AttentionThe photographs have quickly generated discussion online, with fans praising Sweeney’s confidence while some critics questioned the increasingly revealing direction of her promotional work.The reaction follows an earlier promotional video for the collection, in which Sweeney appeared in lingerie while preparing a birthday cake. The vintage-inspired video also featured balloons, cakes and other birthday decorations.The campaign has therefore become another example of how closely Sweeney is tying her Hollywood profile to her growing fashion business.Syrn launched in January, with Sweeney remaining heavily involved in the brand’s public image and promotional campaigns. Rather than simply serving as a celebrity ambassador, she has positioned herself as the face and founder of the company.The timing of the latest release is particularly fitting. Sweeney turns 29 on September 12, meaning the “Birthday Boobs” collection arrived just 11 days before her birthday.With its retro kitchen setting, birthday cakes and romantic lingerie designs, the campaign clearly embraces a playful approach to celebrating the actress’s upcoming milestone.And judging by the attention surrounding the new photographs, Sweeney’s birthday celebration has already become one of the most talked-about moments in Syrn’s young history.
