00:00Sydney Sweeney is turning controversy into serious business, and the numbers are getting
00:05wild.
00:06The 29-year-old actress just showed off a $162 lingerie set from her own brand, SYRN,
00:15in a series of racy Instagram snaps.
00:18She wore the $64 Meet Me Halfway plunge bra with matching $39 bottoms and a $59 pale pink
00:26cropped cardigan.
00:27But this isn't just another celebrity fashion moment.
00:31It comes shortly after Sydney appeared completely nude in Novig's viral Just Sports campaign.
00:38And here's where things get really interesting.
00:41According to the Wall Street Journal, Novig's valuation reportedly jumped from $500 million
00:47to a staggering $2 billion after the campaign.
00:52Sydney also holds an equity stake in the sports prediction company.
00:55Her exact share isn't public, but even a 1% stake would now be worth around $20 million.
01:03Talk about a controversial payday.
01:05The ad wasn't without backlash.
01:08Sydney reportedly lost more than 200,000 Instagram followers after it went viral.
01:14Female athletes, including British sprinter Amy Hunt and Australian boxer Sky Nicholson,
01:20criticized the campaign for sexualizing women in sports.
01:23Yet, Sydney has defended her involvement, saying she wants to be deeply involved in the creative process
01:30rather than simply putting her face on a brand.
01:32And now, she's doing the same with SYRN, which launched in January to compete with major names like Skims and
01:40Savage X Fenty.
01:42Sydney says the goal is lingerie designed for women to wear for you.
01:46So, is Sydney Sweeney building a business empire from controversy?
01:51Or just getting started?
01:59So, is Sydney Sweeney building a business empire from controversy?
