Sydney Sweeney’s ‘SB’ Necklace in Syrn Campaign Signals Deepening Romance with Scooter Braun

Sydney Sweeney has mastered the art of blending business with personal narrative, and her latest move for her lingerie brand Syrn is no exception. In a new campaign for the label’s “Smooth Cup Demi in Babe,” the Euphoria star wears a delicate gold necklace bearing the initials “SB” — a quiet but unmistakable nod to her boyfriend, music executive Scooter Braun. The accessory, visible across multiple images in the brand’s Instagram carousel, arrives as the couple’s relationship shifts from discreet beginnings to an increasingly public partnership marked by shared milestones, family integration, and mutual professional support.

The Syrn Campaign and a Subtle Tribute

The photos, shared by Syrn’s official account, show Sweeney modeling a pale pink bra from the new smooth-cup collection — designed to disappear under T-shirts while maintaining the fit of the brand’s popular Romantic Demi. In one frame, the actress poses in a studio setting; in another, she takes a mirror selfie in the same look, the “SB” necklace catching the light at her collarbone. The caption reads: “Send Nudes, now yours. Syd wears the Smooth Cup Demi in Babe.”

Neither Sweeney nor Syrn has explicitly confirmed the necklace’s significance, but the initials align precisely with Scooter Braun’s name. The gesture fits a pattern: Sweeney has increasingly woven personal touches into her entrepreneurial ventures, treating her brand not just as a commercial enterprise but as an extension of her evolving identity. Since launching Syrn in 2024, she has positioned it as a reflection of her own taste — minimalist, intimate, and quietly confident — much like the relationship it now appears to reference.

“Send Nudes, now yours. Syd wears the Smooth Cup Demi in Babe.” — Syrn Instagram caption accompanying the campaign images featuring the “SB” necklace.

Relationship Timeline: From Venice to Public Romance

According to People, Sweeney and Braun first connected in summer 2025 in Venice, around the time of Jeff Bezos and Lauren Sánchez’s wedding. The outlet first reported in September 2025 that the two were casually seeing each other. At the time, Sweeney had recently ended her long-term engagement to restaurateur Jonathan Davino, while Braun was navigating life after his 2022 divorce from Yael Cohen, with whom he shares three children.

A source close to Sweeney told People earlier this year: “When Sydney met Scooter, she wasn’t looking for another relationship. And she truly meant this. She had ended her engagement. She really wanted to simplify her life, not complicate it.” Another insider added that the pair “started as friends, and it kind of just happened.” Both were reportedly “surprised” by the connection but have since “become really happy.”

The relationship remained relatively private through late 2025 before stepping into the public eye in 2026. Key moments include:

• April 2026: Braun accompanied Sweeney to the Euphoria Season 3 premiere in Los Angeles — their first major red carpet appearance together.
• Summer 2026: The couple shared glimpses of trips together on social media, including a return to Venice — where they first met — photographed holding hands and kissing.
• June 2026: Sweeney celebrated Braun’s 45th birthday with affectionate Instagram stories, calling him “the man with the biggest heart I know” and thanking him for “all the living room dances and making me smile again. A good man is rare. A man like you is once in a lifetime.”
• September 2026: Braun posted a heartfelt birthday tribute for Sweeney’s 29th, describing their bond as a “true partnership” and writing, “You make me smile harder, laugh louder, adventure more, and dream bigger… Happy birthday Syd. Many more celebrations ahead. I love you.”

Milestones: Birthdays, Premieres, and Family Integration

Beyond social media gestures, the relationship has reached a significant offline milestone: Sweeney has begun spending time with Braun’s three children. A source told People this month: “They’re very serious. Sydney’s spending time with his kids, and that’s a big deal. Scooter’s very careful about who he brings around them.” For Braun, whose divorce from Cohen was finalized in 2022, introducing a partner to his children signals a high level of commitment and trust.

This development coincides with Sweeney’s own transition out of a long-term relationship. Her engagement to Davino, which began in 2018, ended before her involvement with Braun. Friends describe her as intentional about this new chapter — prioritizing emotional stability and shared values over public performance.

Business and Personal Balance

Sweeney’s ability to navigate high-profile romance while scaling a consumer brand reflects a broader shift in how celebrity entrepreneurs operate. Syrn, which emphasizes inclusive sizing, sustainable materials, and direct-to-consumer agility, has benefited from her authentic engagement — she models, styles, and strategizes for the label. The “SB” necklace isn’t just a romantic gesture; it’s a brand moment that feels organic, not orchestrated.

Meanwhile, Braun — founder of SB Projects and manager to artists including Justin Bieber, Ariana Grande, and Demi Lovato — brings decades of entertainment industry infrastructure. His transition from behind-the-scenes power broker to public partner of a leading actress marks a rare visibility for a figure usually defined by his clients’ fame.

Sweeney’s Entrepreneurial Ventures

Beyond Syrn, Sweeney has produced through her company Fifty-Fifty Films — credited on Anyone But You (2023), Immaculate (2024), and the upcoming Euphoria Season 3. She’s also invested in brands like Vital Proteins and partnered with Armani Beauty, Miu Miu, and Ford. Her business strategy leans on authenticity: she promotes what she uses, wears what she designs, and speaks openly about the work behind the glamour.

Braun’s Music Industry Legacy

Braun’s SB Projects has shaped pop culture for over 15 years, from discovering Bieber on YouTube to managing global tours and negotiating landmark catalog deals. His 2019 acquisition of Big Machine Label Group — and the ensuing public dispute with Taylor Swift over master recordings — placed him at the center of debates about artist ownership. Since then, he has diversified into film, tech, and philanthropy, including the Braun Family Foundation’s work in education and health equity.

What’s Next for the Couple

As Sweeney enters her 30s and Braun approaches 50, their relationship appears grounded in mutual respect, shared ambition, and a deliberate pace. Industry observers note that both have weathered intense public scrutiny — Sweeney for her body and career choices, Braun for high-stakes industry battles — and may find in each other a rare understanding of fame’s pressures.

With Euphoria Season 3 in production, Syrn expanding its product line, and Braun’s ventures continuing across music and media, their paths are professionally intertwined but personally distinct. The “SB” necklace, small as it is, may be the most telling signal yet: a private symbol worn in a public campaign, bridging two worlds that are increasingly becoming one.

Entertainment, People, News, Arts, Business, Shopping, Fashion, Celebrity News, Relationships, Lifestyle, Sydney Sweeney, Scooter Braun, Syrn, Euphoria, SB Projects, Jonathan Davino, Yael Cohen, Venice, Stagecoach, Birthday Tributes, Family Integration, Celebrity Entrepreneurship, Lingerie Brand, Music Executive, Hollywood Romance, Positive