Sydney Sweeney's Syrn holiday ad draws backlash over Cindy Lou Who
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The gist
Sydney Sweeney's Syrn lingerie holiday ad, referencing Christmas film characters, drew criticism over its Cindy Lou Who nod.
The backlash follows a prior Novig betting ad that also drew criticism.
Background
Sydney Sweeney is a Euphoria actress, 29, and founder of the lingerie brand Syrn, launched earlier this year and available in 44 sizes with most styles under $100. The holiday ad, a 30-second clip referencing Home Alone, How the Grinch Stole Christmas, The Nightmare Before Christmas, The Corpse Bride and White Christmas, came a little over a month after her Novig sports-betting campaign drew criticism for sexualizing women's sports. It also comes amid reports the brand is struggling to gain traction.
How it unfolded
- 2025Sweeney caused a stir starring in an American Eagle jeans campaign mimicking Brooke Shields' 1980 Calvin Klein ad and bragging about her "great genes".
- recentlySweeney drew criticism for a nearly nude Novig sports-betting campaign, with people accusing her of oversexualizing women in sports; a second ad in the campaign followed.
- Oct 21, 2026Sweeney shared an Instagram video promoting the holiday collection for her underwear brand Syrn, referencing several Christmas films and including a Cindy Lou Who homage; the caption said the shop opens October 27.
- Oct 23, 2026Bored Panda reported backlash over the Cindy Lou Who portrayal.
- Oct 24, 2026Geo News reported the campaign divided the internet.
- Oct 25, 2026Retired Olympic swimmer Ariarne Titmus said she feels "sad" for Sweeney over the Novig ad.
Who’s saying what
- Critics
- Commenters objected to pairing lingerie with a child character, writing "Cindy Lou is a child come on" and "Lingerie and a child character?"
- Support
- Supporters pointed to Taylor Momsen's transformation since playing the character, and some said Sweeney wore the character-inspired outfits separately from the lingerie looks.
- Expert
- Retired Olympic swimmer Ariarne Titmus called the Novig ad an "absolute joke" and a "kick in the face" to women who take sports seriously, but said she feels "sad" for Sweeney.
Still unverified
According to reports, Sweeney approached Novig in an effort to form an equity partnership, and the deal included an underwear-related request.