Euphoria star Sydney Sweeney is building her SYRN lingerie empire whether we like it or not.

Sweeney, who is a polarizing celebrity in these fractured cultural times, is a savvy marketer with an unwavering awareness of her personal brand. She is striking while the iron is hot. In addition to fronting campaigns for Armani Beauty, Kerastase Paris, and, most notoriously, American Eagle, among others, Sweeney quickly pivoted to investing in the power of her image as an unapologetic sex symbol and is creating a uniquely “cheeky” brand with her SYRN lingerie collection.

Sweeney has maintained a red-hot spotlight on SYRN with marketing stunts that break the internet and set tongues wagging on social media. Who can forget the infamous Hollywood sign caper? Whether you’re a member of Team Sydney or not, you just can’t look away.

An On-Brand Activation

All eyes were on Sweeney and her hard-working marketing team this past weekend at the Stagecoach country music festival where the brand “staged” a marketing activation called The SYRN Saloon. With a sly nod to the hit movie Coyote Ugly, The SYRN Saloon featured a sea of bras hanging from the ceiling, free panty tosses, and karaoke led by Sweeney herself with a lineup of guest singers that included Chase Rice, Shaboozey, Lance Bass, and Diplo. Among the songs performed was Natasha Bedingfield’s hit “Unwritten,” which is forever linked to Anyone But You, Sweeney’s hit romantic comedy with Glen Powell.

From the looks of SYRN’s social media posts, this experiential marketing event is an example of branding of the highest order. The vibe was fun-loving, girly, and sexy, qualities that Sweeney personifies so well. To tie the event’s marketing value back to sales, the SYRN website features a SYRN Saloon limited edition panty pack.

A Euphoric Weekend

The event’s timing couldn’t have been better. Euphoria’s unhinged April 26 episode centered on the wild wedding of Sweeney’s character Cassie and Nate, played by Jacob Elordi. Their nuptials didn’t quite go as planned but Sweeney was front and center throughout the episode just as she was at her Stagecoach event.

From a brand marketing perspective, it was a happy ending.