Sydney Sweeney has ignited debate with a series of provocative marketing campaigns tied to her lingerie brand SYRN, prompting discussion within the entertainment and sports communities about her approach and public image. The actress and entrepreneur has demonstrated a propensity for controversy that predates her current projects, driving both attention and criticism.
Sweeney's recent Novig campaign, which features her posing nude alongside strategically placed sports equipment while repeatedly saying “sports,” sparked backlash from several female athletes. Former U.S. gymnast Gracie Kramer posted a video of herself competing, contrasting athletic performance with the campaign’s imagery. International rugby player Sofie Fella described the ads as “disrespectful,” arguing that investment should instead support women’s sports and proper athlete compensation.
Despite the criticism, Sweeney has stood by the campaign. She shared images of celebrated athletes such as Serena Williams, who have also posed nude, underscoring her view that the ads fit within a broader tradition of sports figures reclaiming control of their image. Analysts suggest that the campaign, which was largely driven by Sweeney herself following her approach to Novig CEO Jacob Fortinsky about an equity stake, aligns with her well-documented strategy of courting controversy to maintain visibility.
This pattern traces back to prior promotional efforts, including a 2025 campaign with American Eagle that attracted criticism for racial insensitivity and alleged pandering to the male gaze. That year, she also collaborated with Dr. Squatch to sell soap infused with her bathwater, an idea that went viral and stirred debate about her marketing tactics.
Sweeney’s partnership with investor-backed SYRN marks a shift towards greater involvement in the business side of her ventures. The brand’s launch included eye-catching stunts, such as suspending bras from the Hollywood sign, reflecting an aggressive branding strategy. Backed by Coatue Management—an investment firm linked to Jeff Bezos and Michael Dell—SYRN represents more than an endorsement for Sweeney: she holds ownership stakes in the company.
Her expanding portfolio includes producing credits on several films, such as "Anyone But You," which earned over $210 million globally, and "The Housemaid," which grossed nearly $400 million worldwide. Upcoming projects include a sequel to "The Housemaid," a Netflix animated film titled "Gundam," and a collaboration with Margot Robbie’s Lucky Chap production company. Additionally, Sweeney will star in the forthcoming adaptation of Edith Wharton’s "Custom of the Country."
Sources familiar with Sweeney describe her as a self-directed professional who has managed her career independently since its outset. While some industry insiders speculate about the influence of her partner, entrepreneur and investor Peter Braun, close associates emphasize Sweeney’s autonomy in decision-making. A source noted a perceived double standard in attributing a successful female actor’s choices to a male partner, a question that is less frequently raised about men.
Sweeney’s provocative approach continues to attract major brand interest and media attention. Her representation by leading agencies and enduring visibility suggest she is succeeding in commanding public discourse. However, some observers question whether her strategy will sustain her momentum or risk alienating the core female audience that has contributed to her rise. As one industry source put it, the long-term outcome remains uncertain.