Sydney Sweeney faces backlash over SYRN nudity after Novig ad controversy

Sydney Sweeney is facing another wave of online criticism after promoting her latest SYRN lingerie collection with a provocative “Send Nudes” campaign, just weeks after her controversial Novig advertisement sparked backlash over its use of nudity.

The 29-year-old actress appears in the new SYRN campaign wearing the brand’s Smooth Cup Demi in the shade “Babe.” The neutral-toned lingerie features rounded cups, slender straps and a small bow, with Sweeney completing the look with loose blonde hair, dark mascara and a nude lip.

SYRN introduced the collection with the message, “Send Nudes, now yours,” as Sydney Sweeney posed in a series of intimate images shared across social media. The campaign gives nude-colored lingerie a softer, more romantic look while continuing the provocative marketing style that has become closely associated with the actress and her brand.

Sydney Sweeney Faces Fresh Online Criticism

While some fans praised Sweeney and the new designs, others questioned how much nudity she continues to use to advertise SYRN.

The criticism comes from people who believe the actress has increasingly relied on provocative imagery to promote her business. Some social media users have argued that lingerie advertising does not need to show so much skin and have called for stricter standards around how sexually suggestive advertising is presented online.

Others have questioned whether social media platforms should introduce stronger rules or age restrictions for advertising campaigns that feature extensive nudity, particularly when such content can appear in users’ feeds without them actively searching for it.

The debate has become more intense because the new SYRN campaign arrives so soon after Sweeney’s Novig controversy.

Novig Ad Sparked Backlash From Female Athletes

Earlier in September, Sweeney appeared in a provocative advertisement for sports prediction company Novig. The campaign showed her with little or no clothing while strategically using sports equipment to cover parts of her body.

The advertisement quickly went viral, but female athletes strongly criticized it for sexualizing women’s sports.

Four-time Olympic gold medalist Ariarne Titmus called the campaign “a kick in the face” to women who have dedicated their lives to sport and questioned why women’s bodies were still being used to sell products. British sprinter Amy Hunt also highlighted the contrast by saying, “Sydney Sweeney, this is what women in sport look like.”

Other athletes, including Gracie Kramer, Felicity Palmateer, Tilly Kearns and Skye Nicolson, also criticized the campaign and argued that it sent the wrong message about women and sport.

The controversy went beyond social media. Novig’s advertisement was displayed on a large electronic billboard in New York’s Times Square, bringing the debate into a highly public space. Reuters footage showed mixed reactions from people who saw the advertisement, including one person who objected to seeing the imagery in an area where children could also be present.

SYRN Has Built Its Identity Around Sweeney

Sweeney launched SYRN in January 2026 after speaking openly about her own struggles finding bras that fit her properly.

“I was in the 6th grade with DDs. I hated the bra I had to wear,” she previously said, explaining that designing for different bodies was an important part of the brand.

SYRN offers bras in 44 sizes, ranging from 30B to 42DDD, while many of its products are priced below $100. The company describes its collections through different sides of femininity, including Comfy, Playful, Romantic and Seductress.

The brand has also continued expanding its provocative social media marketing. Before “Send Nudes,” Sweeney promoted the “Birthday Boobs” collection around her 29th birthday, using pastel lingerie and birthday-themed imagery.

Will the Backlash Affect SYRN?

For now, there is no indication that Sweeney plans to change the approach.

The latest “Send Nudes” campaign shows that provocative advertising remains a central part of SYRN’s public image. However, the growing criticism raises a broader question about where brands should draw the line when using nudity to sell products on social media.

For critics, the issue is not simply Sweeney wearing lingerie. It is the repeated use of increasingly revealing imagery to attract attention and sell products, especially when those advertisements can reach broad audiences online.

For Sweeney and SYRN, the strategy has undoubtedly generated enormous attention. Whether that attention translates into long-term success—or eventually causes audiences to push back against the constant controversy—remains to be seen.