Sydney Sweeney is turning heads once again with a fresh campaign for her lingerie brand. This time, however, fans are paying close attention to a small detail linking to Scooter Braun rather than the photos themselves.
Sydney Sweeney shows off Scooter Braun’s initial in new photoshoot
The Euphoria star recently modeled pieces from Syrn’s new “Send Nudes” collection in a series of sultry images shared by the brand. The campaign arrived just weeks after her headline-making Novig ad sparked widespread online debate.
In the photos, Sweeney poses on a bed wearing a light blush bra from the collection. The lingerie brand described the style as a smooth-cup demi bra designed for everyday wear while keeping its signature romantic look. However, it wasn’t just the lingerie that caught fans’ attention. Sweeney accessorized the look with a delicate necklace featuring the initials “SB.”
According to The Looker, the necklace is believed to reference her reported boyfriend, Scooter Braun. The outlet noted that fans have spotted Sweeney wearing the same monogram necklace before. Specifically, observers previously identified the piece during her Stagecoach appearance earlier this year.
Reports previously linked the pair after they attended Jeff Bezos and Lauren Sánchez’s star-studded wedding in June 2025. The latest campaign also comes after Sweeney faced criticism over her controversial Novig sports ad. The actress appeared nearly nude in the commercial while strategically posing with sports equipment, prompting backlash from some athletes and social media users.
Sweeney has continued promoting Syrn following the attention surrounding her Novig campaign. In the latest photos, the “SB” necklace became another talking point because of its apparent connection to Braun.
Braun is best known as the former talent manager behind stars including Justin Bieber, Ariana Grande, and Demi Lovato. He also made headlines during his high-profile dispute with Taylor Swift over the ownership of her early music catalog.
