Sydney Sweeney’s holiday lingerie campaign sparks backlash

Sydney Sweeney has sparked an online debate with her latest holiday lingerie campaign, as some viewers question her decision to recreate nostalgic movie characters in promotional content for her underwear brand, Syrn.

The Euphoria actress, 29, shared a video on Instagram on October 21 to promote her brand’s upcoming holiday collection. The 30-second clip featured festive outfits inspired by popular films, combining familiar Christmas movie references with lingerie advertisements. However, the campaign quickly attracted criticism from viewers who felt that some of the character-inspired looks were inappropriate.

The video begins with Sweeney dressed as Kevin McCallister, the young protagonist of the classic Christmas comedy Home Alone. She then appears in an outfit inspired by Cindy Lou Who from How the Grinch Stole Christmas, before transitioning to lingerie looks inspired by The Corpse Bride and White Christmas.

While the campaign aimed to bring a playful, nostalgic touch to holiday shopping, the Cindy Lou Who-inspired appearance became a particular point of controversy.

Several social media users expressed discomfort with the decision to reference a character portrayed as a young child in the original film. Critics argued that incorporating childhood characters into an adult lingerie campaign raised questions about the creative direction behind the advertisement.

One commenter objected to the portrayal, pointing out that Cindy Lou Who is a child in the original story. Another social media user echoed the criticism, expressing concern over the use of child characters in the campaign.

The discussion also brought attention to the ages of the original actors. Taylor Momsen, who portrayed Cindy Lou Who in the 2000 film How the Grinch Stole Christmas, was seven years old during filming. Similarly, Macaulay Culkin was nine when he starred as Kevin McCallister in the original Home Alone, released in 1990.

Despite the criticism, not everyone believed the campaign crossed a line. Some fans defended Sweeney, arguing that the distinction between the character-inspired costumes and the lingerie shots was important.

Supporters pointed out that the actress appeared in the movie-inspired outfits separately from the lingerie looks, rather than wearing underwear while directly portraying the young characters. They suggested that the campaign drew inspiration from familiar holiday films without necessarily sexualising the characters themselves.

The disagreement highlights how advertising campaigns that revisit beloved childhood films can generate different reactions, particularly when nostalgic imagery is combined with adult fashion and lingerie.

Sweeney’s latest campaign also adds to the ongoing discussions surrounding her advertising projects. The actress has previously faced criticism over promotional work for Novig, a sports trading application.

Some viewers questioned advertisements associated with the brand, arguing that they placed too much emphasis on women’s appearance in the context of sports. The criticism continued when Sweeney appeared in another topless promotional campaign for the company.

However, the latest controversy has taken a different direction. Rather than focusing primarily on revealing outfits or the amount of skin shown, the debate centres on the film references used to market the collection.

For some viewers, the use of recognisable childhood characters in an adult lingerie campaign was the main concern. Others viewed the campaign as a playful interpretation of classic holiday movies and defended the creative approach.

As reactions continue to circulate online, Sweeney’s holiday collection has prompted a broader conversation about nostalgia, advertising and the boundaries brands should consider when reimagining familiar characters for adult audiences.