Kim Kardashian may have a new rival in fashion as Sydney Sweeney’s fast-selling lingerie brand Syrn shakes the celebrity apparel market, raising questions about a fresh competition with Skims.
WEBDESK – Act Global Media
Reality TV entrepreneur and beauty mogul Kim Kardashian is reportedly keeping a close eye on rising Hollywood star Sydney Sweeney after the actress’s new lingerie label, Syrn, gained rapid popularity in the fashion market.
According to media reports, Kardashian, whose shapewear company, Skims, dominates the celebrity-driven apparel space, has grown increasingly wary of Sweeney expanding into sectors she helped popularize, including lingerie, cosmetics, and skincare.
Rapid success fuels industry buzz
Sweeney, known for her Emmy-nominated role in Euphoria, launched Syrn earlier this year and personally fronted all promotional campaigns on social media. The brand’s latest collection, “Midnight Snack,” released Feb. 17, reportedly sold out almost immediately — signaling strong consumer demand and sparking comparisons with established celebrity fashion labels.
In previous interviews, Sweeney said the brand was designed to emphasize comfort and self-confidence rather than traditional glamour marketing.
“I wanted a lingerie brand that understands women instead of talking at them,” she said, describing the label’s focus on individuality and everyday wearability.
Competitive pressure in celebrity fashion
Industry watchers say the swift success positions Syrn as a potential challenger to Skims, which has become a benchmark for celebrity-backed shapewear brands in recent years. Sources cited by entertainment outlets claim Kardashian is “painfully aware” of Sweeney’s expanding presence across fashion and beauty businesses.
The competition comes as Sweeney’s acting career also accelerates. Following box-office success with recent film projects, she is set to return in the upcoming season of Euphoria and other major productions — further strengthening her global influence and marketing power.
While neither star has publicly commented on any rivalry, analysts say the overlap of fan bases and product categories could intensify competition in the celebrity fashion marketplace, where personal branding often determines commercial success.
