Overview
- Sweeney officially launched SYRN on Jan. 28 with a debut Seductress collection and a campaign lensed by Ellen von Unwerth.
- Sweeney said on Instagram the first drop sold out within hours and told fans a restock is in the works.
- The Hollywood Chamber of Commerce said the Hollywood Sign promotion was unauthorized and noted commercial use requires its license, with the activity under review.
- TMZ and multiple outlets reported the production had a FilmLA permit to shoot near the sign but not to touch or alter it, raising potential trespass and licensing issues.
- The brand emphasizes inclusivity with four style “modes” and 44 sizes, as Sweeney frames the project as empowering, while reports link its financing to Jeff Bezos, Lauren Sánchez Bezos and investor Ben Schwerin.