Sydney Sweeney is once again putting her sex appeal front and center, this time with a revealing mirror selfie promoting her growing lingerie business.
The 28-year-old actress posed in a baby blue thong and matching lingerie set for a photo shared Sunday through her Syrn brand’s Instagram Stories.
Sweeney turned sideways toward the mirror while wearing a blue chiffon camisole featuring sheer lace across the front.
The outfit included an open back, matching thong bottoms and lightweight chiffon shorts, leaving much of her backside exposed in the photograph.
The “Euphoria” star completed the look with a matching blue bow in her blonde hair, which she wore down in loose waves.
The image appears to have been captured behind the scenes during a promotional shoot for Syrn, the lingerie company Sweeney launched earlier this year.
Additional material from the same shoot showed the actress modeling several pieces from the brand’s newest Birthday Boobs collection.
One video featured Sweeney posing in a kitchen while wearing the brand’s Fall for Me Unlined Plunge Bra Set.
The lingerie consisted of sheer lace, blue bows, frilled straps, tulle and embroidered floral details.
The design also included a push-up bra and a largely exposed backside, continuing the provocative aesthetic featured throughout the promotional campaign.
Another clip showed Sweeney sitting on top of an oversized three-tier cake while modeling a different blue lingerie ensemble.
She paired that look with white lace stockings and high heels.
The Birthday Boobs collection launched Sept. 1 as part of the buildup to Sweeney’s 29th birthday on Saturday.
The latest campaign is only the newest in a string of revealing public appearances from the actress over the past several weeks.
Sweeney recently traveled to Italy for the 83rd Venice International Film Festival, where several of her outfits generated attention because of their revealing designs.
At an Armani Beauty dinner photocall, she wore a glittering black dress without a bra.
Earlier in the trip, Sweeney stepped out in a gold lace handkerchief-style top that exposed part of her chest, pairing the revealing piece with cream Bermuda shorts.
She also attracted attention while wearing a tight white strapless Chanel dress during an outing to Harry’s Bar in San Marco.
Sweeney’s promotional push for Syrn comes as the actress increasingly blends her Hollywood career with her own commercial ventures.
The lingerie company has repeatedly used Sweeney herself as the centerpiece of its advertising, with the actress modeling pieces in photos and videos released through the brand’s social media accounts, per The Sun.
Her latest blue lingerie shoot follows another recent campaign in which she modeled pink pieces from the same birthday-themed collection.
The actress has embraced provocative imagery throughout the rollout, using high-fashion styling alongside intentionally revealing lingerie to draw attention to the brand.
Her personal life has also remained in the spotlight during the promotional run.
Sweeney’s boyfriend, Scooter Braun, 45, joined her during her trip to Italy, where the couple was photographed showing affection during a romantic gondola ride.
The pair has reportedly been together for more than a year, with their relationship increasingly becoming public as Sweeney continues attending major international events.
For now, however, her latest social-media attention centers firmly on Syrn.
With the Birthday Boobs collection now available, Sweeney appears determined to use her own image — and increasingly provocative photo shoots — to keep the new lingerie venture in the spotlight.
