Sydney Sweeney’s lingerie brand Syrn (pronounced sye-rin), will be the official lingerie partner of Stagecoach, the world’s largest annual three-day country music festival held at the Empire Polo Club in Indio, Calif. Stagecoach takes place April 24 to 26.
The brand launched in late January as a direct-to-consumer brand.
To celebrate, Syrn is bringing a dive bar to the desert. The Syrn Saloon is inspired by Sweeney’s love of karaoke and she will be dropping by throughout the weekend. The Syrn Saloon will be open for all three days of Stagecoach, with access to exclusive merchandise, daily panty giveaways and other activations.
“I basically built the bar I’ve always wanted to stumble into at a festival,” said Sweeney. “A karaoke stage, no judgment, just kind of dive bar energy I love. Stagecoach is already one the best weekends of the year, and now we’re making it even better.”
Ahead of the festival weekend, Syrn will launch a Western-inspired campaign, My First Rodeo, in early April featuring bodysuits, lace apparel and corsets to create a festival look.
Syrn, which is available at syrn.com, is made up of four worlds — Comfy, Playful, Romantic and Seductress. Products are available in 44 inclusive sizes, ranging from 30B to 42DDD, with most styles priced below $100.
