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Sydney Sweeney Makes Stagecoach a SYRN Showcase With Viral Pop-Up and Onstage Cameos

The actor used the country festival as a high-visibility showcase for her new SYRN label.

Overview

  • Sydney Sweeney’s SYRN-branded saloon drew packed crowds Friday and Saturday, and she tossed her label’s underwear into the audience during the activations.
  • She joined karaoke-style moments at Diplo’s HonkyTonk and her saloon, teaming up with Chase Rice, Lance Bass, Riley Green and other guests.
  • Sweeney attended with boyfriend Scooter Braun, with viral video showing her on his shoulders during Ella Langley’s set Friday as she sang along.
  • High winds triggered a temporary evacuation Saturday night, with Stagecoach instructing fans to exit via its app before reopening two hours later and canceling sets for Journey and Riley Green.
  • Across the weekend she rotated through SYRN corsets and other pieces, turning Stagecoach’s music-fashion marketplace into a launchpad for her months-old lingerie brand.