Sydney Sweeney turns up the heat ahead of 29th birthday in new lingerie campaign

Sydney Sweeney is starting her birthday celebration early.

The "Euphoria" star posed in a new retro-inspired campaign for her lingerie brand, SYRN, weeks before she turns 29 on Sept. 12.

In the newly released photos, Sweeney models a powder-blue floral lingerie set inside a vintage-style kitchen. One image shows the actress posing beside a refrigerator, while another captures her crouched in front of the open appliance holding a glass bottle of milk.

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Sweeney completed the throwback look with voluminous blonde waves, dramatic eye makeup and coordinating blue stockings.

The campaign promotes SYRN's upcoming "Birthday Boobs" collection, set to launch Sept. 1.

"Birthday suits look a little different around here ???? Save the date, Birthday Boobs drops September 1st," the company wrote on Instagram.

Fans quickly reacted to the stylized campaign, with one user comparing Sweeney's appearance to artificial intelligence.

"You’d think it was an AI-generated photo, but it’s simply her in real life," the person wrote.

Another praised the collection, writing, "They make the prettiest and most comfortable bralettes. I need this set."

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The birthday-themed campaign marks the latest release from Sweeney's growing lingerie business, which the actress launched earlier this year.

"The secret is finally out… say hello to @syrn ???? this is lingerie you wear for YOU, no explanation, no apology," Sweeney wrote when announcing SYRN in January. "There's soo much more I can't wait to show you."

The company's debut immediately generated attention.

Ahead of the official launch, Sweeney filmed a promotional stunt at the Hollywood Sign that showed her and a crew carrying duffel bags filled with bras toward the Los Angeles landmark.

The production later became the subject of controversy over whether it had received permission to use the sign for commercial purposes.

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In a statement to Fox News Digital at the time, Hollywood Chamber of Commerce President and CEO Steve Nissen said the production was "not authorized" and that the organization had no prior knowledge of it.

"The Hollywood Chamber of Commerce did not grant a license or permission of any kind to the production involving Sydney Sweeney as reported by TMZ, nor did anyone seek a license or permission from the Chamber for that production," Nissen said.

While TMZ reported that Sweeney's team had received a permit from FilmLA to shoot near the landmark, the outlet reported that the production did not have permission to climb or touch the sign. The LAPD told Fox News Digital at the time that there was no investigation, adding, "No crime was committed."

The attention surrounding SYRN adds another dimension to a public image Sweeney has spent years navigating.

Since breaking out as Cassie Howard on HBO's "Euphoria," the actress has frequently found herself at the center of conversations surrounding her appearance and the sexualized roles she has played.

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Sweeney has also increasingly expanded beyond acting, taking on producing roles and launching business ventures while continuing to work in film and television.

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Earlier this year, reputation and branding experts told Fox News Digital that Sweeney's ability to command attention carries significant commercial power.

"Visibility is currency, and Sweeney has become one of the rare young actresses who can reliably generate conversation around almost anything she does," crisis and reputation management expert Dave Quast previously told Fox News Digital. "That has real commercial value."

That visibility, however, can also create challenges.

"The price comes if the attention starts to feel one-dimensional," crisis PR and reputation management expert Kelcey Kintner previously told Fox News Digital.

"If every headline is about her body, the showy scenes, or how provocative the role is, that can make it harder for the public to actually focus on and see her talent," she continued. "I do think she is trying to make that effort to find balance in her career and grow as an actress."

Quast similarly warned that the conversation surrounding Sweeney can sometimes become bigger than the work itself.

"'Euphoria' clearly helped establish Sydney Sweeney as a fearless performer, physically and emotionally, and that's part of why she broke through," he previously told Fox News Digital.

"The risk is that when the public conversation focuses more on the sexualized aspects of the role than on the performance, the same work that made her seem daring can start to narrow the brand."