For better or worse, Sydney Sweeney knows how to sell. The Euphoria star has gone viral several times when her name is attached to a product, and with her lingerie brand Syrn, the 28-year-old turned Stagecoach into a commercial.
© GettyOn day 2, during Diplo’s HonkyTonk set, Sweeney walked onstage with a plastic bag full of pieces from her lingerie brand and started tossing them straight into the crowd. “Let’s get some of these panties right here,” Diplo told the audience, clarifying that they were for the "ladies," per Harper's Bazaar.
© Los Angeles TimesShe rocked a baby blue corset with a plunging neckline and white ruffled detailing, paired with a tiny white lace miniskirt and white cowboy boots. The actor smiled as she pranced around the stage, tossing out the panties.
© Los Angeles TimesSweeney launched Syrn in early 2026 as a founder-led brand. She’s talked openly about wanting to create lingerie that feels like it actually “understands women." It's marketed as "Luxury lingerie" with a single thong priced at $30 and sets at around $100.
© Los Angeles TimesHer journey into lingerie came after her viral bathwater soap in partnership with Dr. Squatch. In 2025, she announced a limited edition body wash that was made with a "touch" of her bathwater. There were 5000 bars made for $8 that sold out in seconds, with one reaching $2000 on eBay.
At the same time, Sweeney spent months navigating backlash tied to her American Eagle campaign, which people immediately clocked as being potentially racist with a eugenics-coded "great jeans" tagline.
Sweeney was able to skate past the drama, later telling PEOPLE, "Anyone who knows me knows that I’m always trying to bring people together. I’m against hate and divisiveness. "
"In the past, my stance has been to never respond to negative or positive press, but recently I have come to realize that my silence regarding this issue has only widened the divide, not closed it. So I hope this new year brings more focus on what connects us instead of what divides us," she continued.
Behind the scenes, Sweeney has been dating Scooter Braun, and he was with her at the festival. A clip posted to Twitter showed her sitting on his shoulders at Ella Langley's set on Saturday.
The couple recently went Instagram official after dating for 10 months, with Sweeney sharing a snap of them cuddled up on the couch. He reposted the picture, adding, "Lucky b*****d." A source later told Us Weekly the relationship had become "very serious."
