Shopify powers online store for Sydney Sweeney’s new inclusive lingerie brand SYRN

Actress Sydney Sweeney has launched a new lingerie brand, SYRN (pronounced like “sye-rin”).

“I was in the 6th grade with DDs. I hated the bra I had to wear,” she says in a press release. “When I bought my first cute bra that actually fit, I wore it to pieces. Designing for different bodies is a huge part of SYRN.”

Sweeney added: “I wanted to create a place where women can move between all the different versions of who we are. I love working on cars, I go water skiing, I’ll dress up for the red carpet then go home to snuggle my dogs. I’m not one thing, no woman is.”

The first pieces drop this week, with the brand’s online store being powered by Shopify.

Across two Instagram posts, Sweeney shared videos and photos of herself wearing the line, which includes a red crop top that reads “Marry Me, Fly Free” and comes with matching shorts.

According to TMZ, the venture is backed by Amazon founder Jeff Bezos, whose wedding Sweeney attended in Venice, Italy, in June of last year.

2026 RTIH Innovation Awards

Online retail will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.