Two major Hollywood names—Sydney Sweeney and Dakota Johnson—have found themselves at the center of an underwear ad showdown. Both actresses launched high‑visibility lingerie and underwear campaigns within weeks of each other, each with wildly different styles and tones.
Sydney Sweeney kicked off the year by launching SYRN, her own lingerie brand—immediately grabbing headlines not only for the fashion but for the controversial marketing tactics behind it.
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Beyond the controversy, the brand’s first collection sold out immediately following the Hollywood sign stunt—proof that the buzz worked.
Yesterday, Dakota Johnson’s new ad with Calvin Klein launched…and it’s getting people’s attention.
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dakota johnson for calvin klein’s spring 2026 collection ❦ pic.twitter.com/PYnaci56w8
— best of dakota johnson (@bestofjohnsons) March 9, 2026
Photographed and directed by Gordon von Steiner, Johnson’s short-form ad follows her through a serene day at home—lounging on her couch, playing pool, listening to music, and drifting through sunlit rooms in various CK Ultralight pieces.
The real question is: who’s next?
