Sydney Sweeney, the Euphoria star who has built a parallel career as a fashion entrepreneur, is facing a new wave of online criticism—this time not over how much skin she shows, but over the creative choices behind her lingerie brand Syrn's holiday campaign. The 30-second spot, released earlier this week, features Sweeney channeling two beloved child characters from classic Christmas movies: Kevin McCallister from Home Alone and Cindy Lou Who from How the Grinch Stole Christmas. The ad then cuts to her in lace sets, and that juxtaposition has set social media ablaze.
A clash of nostalgia and adult marketing
The campaign opens with Sweeney mimicking Kevin's iconic scream and wide-eyed expression, a nod to Macaulay Culkin's role. Then she appears with Cindy Lou Who's signature braided pigtails and red cape, a character originally played by a seven-year-old Taylor Momsen. The transition from these childlike images to shots of Sweeney in revealing lingerie has led many viewers to call the ad "unsettling" and "unnecessary."
On Instagram, the comment section of Syrn's official page quickly turned into a battleground. Critics argue that using imagery tied to childhood—especially characters that evoke innocence—to sell adult underwear crosses a line. "It's not about the nudity," one commenter wrote. "It's about the fact that they're using kids' movie references to sell something inherently adult. It feels wrong."
Supporters, however, see it differently. They point out that Sweeney is fully clothed in the character-inspired scenes, wearing the costumes rather than lingerie, and that the ad uses those moments as a playful transition—like flipping channels from a holiday movie to a fashion showcase. "She's not sexualizing the characters," another user argued. "She's just using them as a visual hook. People are overreacting."
Not the first controversy for Sweeney's brand
This isn't the first time Sweeney's marketing has sparked debate. Earlier this year, her partnership with sports betting platform Novig drew criticism for imagery that some said sexualized women's sports. Sweeney defended that campaign, and she's shown no signs of backing down from bold creative risks. Her Syrn brand, which launched in 2023, has been a commercial success—record sales were reported last quarter—and she's clearly willing to push boundaries to keep the buzz going.
But this latest backlash touches on a broader cultural conversation about the line between nostalgia and appropriateness in advertising. For many Latinos, who often grow up with these same Hollywood holiday classics dubbed in Spanish, the characters are part of family traditions. Seeing them repurposed for lingerie marketing can feel like a jarring collision of worlds.
As the debate continues, Sweeney has yet to publicly respond. The campaign remains live on Syrn's social channels, and the brand's followers remain split. Some are calling for a boycott, while others are pre-ordering the featured pieces. What's clear is that Sweeney's strategy—whether intentional or not—has succeeded in making her brand the talk of the internet, even if the conversation isn't entirely flattering.
For a young entrepreneur navigating the tricky intersection of celebrity, fashion, and cultural sensitivity, this moment is a reminder that not all publicity is good publicity. But in the world of viral marketing, even controversy can be a tool. As one industry observer put it, "She's learning that the same boldness that sells can also offend—and that's a fine line to walk."
