Photo via The Hollywood GossipThe actress modelled her Syrn brand's latest bra set in black and quietly wore a gold chain spelling out her boyfriend Scooter Braun's initials.
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Sydney Sweeney's latest lingerie drop wasn't just about the bra.
The actress posted a fresh set of promotional selfies for Syrn, her underwear label, over the weekend, modelling the brand's Smooth Cup Demi Bra in a shade called After Dark. Black lace, thin straps, a small bow at the centre, the usual mirror-selfie treatment. One shot had her sticking her tongue out, playful, confident, on brand for the account.
What got people talking wasn't the underwear. It was the necklace.
Sweeney wore a gold chain with the initials 'SB' hanging from it, and fans read that as a nod to her boyfriend, music executive Scooter Braun. It's not the first time. Earlier this month she wore the same necklace in a separate Syrn shoot, this one in pale pink, shot lounging on a bed with a laptop nearby. Two shoots, same jewellery, same subtext.
The caption on the new post was straightforward, just naming the product. Syrn itself didn't say a word about the necklace. But then it didn't have to. The comments filled in fast, with fans calling her a goddess and worse (in a good way), and at least one person simply writing 'body is tea.'
Sweeney and Braun were first linked back in June 2025, after meeting at Jeff Bezos and Lauren Sánchez's wedding in Venice. By April 2026, a source told Us Weekly the relationship had turned serious, describing the couple as 'the real deal' after people around them had expected it to fizzle out as a fling. It didn't. Sweeney made things Instagram official earlier this year, and a September post of the two snorkelling together, arms stretched underwater, made the rounds as one of their more visible couple moments.
Braun's fingerprints are said to be on more than the necklace. Industry reports have suggested he's played a role behind the scenes at Syrn, and some accounts claim he's helped steer Sweeney toward a new talent agency and introduced her to people who matter in the business. None of that is confirmed by the brand itself, so treat it as trade chatter for now, not settled fact.
That chatter gets more interesting given a separate claim making the rounds, that Syrn has been dealing with a rough patch in sales, with some industry analysts suggesting Sweeney's own image is doing more heavy lifting than the product itself. If true, that would make these near-constant selfie drops less about romance and more about survival. Either way, Sweeney launched the label in early 2026 and has reportedly filed to trademark the name for skincare and cosmetics too, so the ambition, at least, isn't in doubt.
Whether the necklace sells more bras remains to be seen. What's certain is that every Syrn post is now getting read as much for the accessories as the lace.
This article was written by the CutMirchi desk from the reporting above. Facts are attributed to their original publishers.
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