By LAURA FOX, ASSOCIATE SHOWBUSINESS EDITOR
Published: | Updated:
Sydney Sweeney hasn't shied away from grabbing attention with her racy campaigns, and the latest snaps to promote her SYRN line were no different.
The actress, 29, posed in sexy lingerie from her range, but rather than striking a seductive pose, could be seen shaving her face in the bathroom.
Sydney showed off sexy navy blue underwear from her collection in the behind-the-scenes snaps and a matching cropped cardigan.
The Euphoria star has previously opened up about her mission for the brand – insisting she wanted to ensure every piece fits well and works on a 'beautiful range of body types'.
SYRN aims to rival Kim Kardashian's Skims and Rihanna's Savage x Fenty.
Launching the brand, the actress explained: 'The secret is finally out... this is lingerie you wear for YOU, no explanation, no apology. I wanted to create a place where women can move between all the different versions of who we are.’
Sydney Sweeney hasn't shied away from grabbing attention with her racy campaigns, and the latest snaps of her SYRN lingerie line were no different, as they showed her shaving her face
The actress showed off sexy navy blue underwear from her collection in the behind-the-scenes snaps and a matching cropped cardigan
Sydney also holds an equity stake in Novig, the company she controversially went nude for in a new ad campaign.
The star was one of the decision makers behind the lucrative campaign, which saw her pose completely naked with nothing but sports equipment to protect her modesty.
'It was a very exciting process to work with her both on the commercial side as well as on the creative side,' Novig CEO Jacob Fortinsky recently said.
Sydney secured her stake in the company before stripping off for Novig's now viral 'Just Sports' ad campaign.
While her share is unknown, even just 1 per cent is now worth $20 million (£15M).
Despite the racy ad campaign going viral, Sydney lost more than 200,000 Instagram followers after it launched.
It was slammed by many in the sports world, with several high-profile female athletes arguing that it made a mockery of women's sports.
'When we're trying to provide role models for young people and young women in sport, we really want to show that it's about what your body can do, not so much what it looks like,' British sprinter Amy Hunt told Good Morning Britain.
The Euphoria star has previously opened up about her mission for the brand – insisting she wanted to ensure every piece fits well and works on a 'beautiful range of body types'
Australian boxer Skye Nicolson posted at the time: 'Giving the ad campaign exactly what they wanted, but honestly these companies need to do better. Stop sexualising women in sport.'
In the advert, Sydney gets completely naked and uses a variety of sports equipment to cover herself.
'Think you know sports? Prove it. Novig is just sports,' she purrs.
Sitting naked on a basketball hoop, she continues: 'So they wanted a show? Just sports.'
Sydney, now wearing just shoulder pads and a football placed over her nether regions, adds: 'You can trade this sport. And this sport.'
'No betting on wars or deaths and no politics. Just you, your takes, and sports,' she later continues.
Novig is a prediction market app, similar to Polymarket and Kalshi, but it only allows users to make predictions on sports and nothing else.