Scooter Braun's Girlfriend Sydney Sweeney Throws Lingerie at Stagecoach Crowd

Key facts

• Sydney Sweeney appeared on stage during Diplo's HonkyTonk set at Stagecoach Festival.
• She wore a blue corset top, frilly lace minidress, and a necklace reading 'SB' for boyfriend Scooter Braun.
• Diplo announced the underwear toss was 'for the ladies, not the guys.'
• Sweeney threw Syrn underwear from a large plastic bag into the crowd.
• She hosted a SYRN Saloon karaoke bar at the festival, performing 'Choosin' Texas' with Bailey Zimmermann.
• Mila Kunis and Ashton Kutcher attended the SYRN Saloon event.
• Sweeney watched performances sitting on Braun's shoulders.

Lingerie Toss at Stagecoach

Sydney Sweeney brought her lingerie label Syrn to the Stagecoach Festival in Indio, California, surprising the crowd during Diplo’s HonkyTonk set. The actress appeared on stage in a blue corset top layered over a frilly lace minidress with a plunging neckline, accessorized with a delicate necklace reading “SB” — a nod to her boyfriend, Scooter Braun. White croc-embossed cowboy boots completed her country-music look. Diplo welcomed his guest with a playful announcement: “Let’s get some of these panties right here,” before clarifying that the pieces were meant for “the ladies, not the guys.” Sweeney then reached into a large plastic bag full of Syrn underwear and began throwing them into the crowd, continuing her pattern of high-profile promotional stunts.

Syrn Saloon and Celebrity Guests

Elsewhere at the festival, Sweeney hosted a karaoke bar at her SYRN Saloon, where she performed a duet of “Choosin’ Texas” by Ella Langley with Bailey Zimmermann. The pop-up event drew a handful of familiar faces, including Mila Kunis and Ashton Kutcher. The Euphoria star wore her curly hair loose, paired with baggy overalls and brown cowboy boots for the occasion. When not on stage, Sweeney mingled with the crowd in a beige fringe jacket or sat on Braun’s shoulders to take in the performances. The appearance marks the latest in a series of promotional events for Syrn, which Sweeney launched earlier this year.

Previous Syrn Stunt at Hollywood Sign

Sweeney’s Stagecoach appearance follows a previous promotional stunt for Syrn, in which she tossed bras over the Hollywood sign. That event garnered widespread attention and set the stage for her festival antics. The lingerie label, which Sweeney founded, has quickly become a central part of her public persona, blending celebrity branding with experiential marketing.

Relationship with Scooter Braun

Sweeney’s relationship with music manager Scooter Braun has been a subject of public interest, and her necklace reading “SB” at Stagecoach served as a subtle public acknowledgment. Braun, who has managed artists like Justin Bieber and Ariana Grande, was present at the festival, with Sweeney sitting on his shoulders during performances. The couple has kept their relationship relatively private, but Sweeney’s fashion choices have increasingly referenced Braun.

Stagecoach Festival Atmosphere

Stagecoach, one of the largest country music festivals in the United States, draws tens of thousands of attendees each year to the Empire Polo Club in Indio. Diplo’s HonkyTonk set is a staple of the festival, blending electronic music with country themes. Sweeney’s appearance underscores the crossover between Hollywood and country music culture, a trend that has grown in recent years.

Implications for Syrn Brand

Sweeney’s promotional tactics for Syrn — from the Hollywood sign to the Stagecoach crowd — demonstrate an aggressive marketing strategy aimed at building brand awareness quickly. By leveraging her celebrity status and high-profile events, she is positioning Syrn as a lifestyle brand with a playful, rebellious edge. The success of these stunts will likely influence future marketing campaigns for the label.

The bottom line

• Sydney Sweeney threw Syrn underwear into the crowd during Diplo’s Stagecoach set, continuing her promotional stunts.
• She wore a necklace reading 'SB' for boyfriend Scooter Braun, who was present at the festival.
• Sweeney hosted a SYRN Saloon karaoke bar attended by Mila Kunis and Ashton Kutcher.
• The actress previously tossed bras over the Hollywood sign to promote Syrn.
• Sweeney’s marketing strategy relies on high-visibility events and celebrity appearances.