Celebrities Are Selling Underwear Now and It’s Not a Coincidence
When Justin Bieber casually wandered into the spotlight at the Grammy Awards, guitar in hand and barely dressed, most people expected a musical moment. What they didn’t expect was that his baggy, shimmering boxers would steal the show. Yet within hours, those very boxers had become one of the most talked-about fashion items online.
Bieber wasn’t just making a style statement. He was making a business move.
The pop star was quietly promoting Skylrk, his newly launched accessory brand, and the strategy worked. His boxers sold out almost instantly, turning a low-key performance into a high-impact marketing moment. And Bieber is far from alone.
From actors to reality stars, celebrities are suddenly flooding the market with underwear, lingerie, and intimate apparel. Which raises a curious question: is underwear becoming the new celebrity tequila?
Justin Bieber’s Barely-There Brand Play
Skylrk’s Soft Launch That Didn’t Feel Soft at All
Justin Bieber launched Skylrk in July with little fanfare. The brand’s lineup is minimal: socks, sandals, sunglasses, and boxers. No flashy campaigns, no endless product drops. Yet one strategic Grammy appearance did what months of traditional marketing could not.
By stepping into public view wearing almost nothing except his Skylrk boxers, Bieber turned his body into a billboard. The product sold out overnight, proving that scarcity, celebrity, and spectacle remain a powerful combination.
Selling a Vibe, Not Just Fabric
Skylrk isn’t about craftsmanship or innovation. It’s about attitude. The slouch, the guitar, the nonchalant confidence all reinforced a message: this is underwear for people who don’t try too hard. Fans weren’t just buying boxers. They were buying Bieber’s mood.
Sydney Sweeney and the Rise of Lingerie as Identity
A Viral Stunt That Grabbed Attention Instantly
Just days before Bieber’s moment, actor Sydney Sweeney made headlines of her own. She announced the launch of her lingerie brand Syrn with a bold, controversial move: hanging bras from the Hollywood sign.
The act was technically illegal, but that only fueled the buzz. Within hours, her brand name was everywhere. Whether anyone gets fined or not, the publicity worked exactly as intended.
Syrn’s Message: Confidence Without Pressure
Sweeney later explained that Syrn was designed to reflect different moods and identities. Sexy, soft, playful, powerful. Sometimes all at once.
Her first collection, called Seductress, leans into bold femininity. A Comfy line is planned next, followed by a Romantic collection later. The brand also stands out for offering inclusive sizing, going up to 42DDD.
Syrn isn’t just selling lingerie. It’s selling emotional permission. Wear what you want, feel how you want, and don’t explain it to anyone.
Kim Kardashian Did It First and Went Further
Skims and the Art of Pushing Boundaries
Long before Bieber and Sweeney entered the underwear arena, Kim Kardashian had already turned Skims into a global powerhouse. But even by her standards, her latest launch raised eyebrows.
Skims introduced faux pubic hair micro thongs, complete with color options and different textures. It was provocative, absurd, and impossible to ignore. Critics scoffed. Fans rushed to buy.
Shock Value as a Business Strategy
Kardashian understands something many celebrities don’t. In crowded markets, attention is currency. Her products don’t just exist. They start conversations. Whether people love or hate them is almost irrelevant.
Are All These Brand Names Starting to Sound the Same?
Skylrk, Syrn, Skims and the Curse of Cool Naming
There’s something amusingly repetitive about these brand names. Short, stylized, missing vowels, heavy on mystery. They sound modern, minimalist, and vaguely interchangeable.
It’s no accident. These names are designed to feel sleek, exclusive, and internet-friendly. Easy to hashtag, easy to remember, easy to trademark.
But the similarity also highlights how crowded celebrity branding has become. When everyone is selling intimacy, standing out gets harder.
Is Underwear the New Celebrity Tequila?
A Familiar Pattern in Celebrity Business
For over a decade, celebrities rushed into the tequila business. George Clooney struck gold with Casamigos. Others followed. The market became saturated, but the blueprint remained tempting.
Underwear now seems to be following a similar path. It’s personal, universally used, and emotionally charged. Everyone wears it, but few talk about it openly. That makes it ripe for storytelling.
Why Tequila Was Easier Than Underwear
Business experts point out a crucial difference. Alcohol branding is mostly about marketing. Once the formula is set, the product rarely changes.
Clothing, especially underwear, is far more complex. Fit matters. Sizes multiply inventory. Trends shift quickly. Each new season requires fresh designs.
Underwear isn’t just a label slapped onto an existing product. It’s a long-term operational commitment.
Why Some Celebrities Will Succeed and Others Won’t
Fame Gets Attention, Not Loyalty
Justin Bieber and Kim Kardashian can sell almost anything, at least once. But sustaining a brand requires repeat customers, not just fans.
People might buy a product out of curiosity or loyalty to a celebrity. They only come back if it actually feels good, fits well, and lasts.
Authenticity Still Matters
The brands that work best feel aligned with their founders. Kardashian’s obsession with shapewear makes sense. Sweeney’s emphasis on confidence matches her public persona. Bieber’s relaxed, stripped-down style fits his image.
When celebrity brands feel forced or opportunistic, consumers notice.
What This Trend Says About Celebrity Culture
Selling Intimacy in the Age of Overexposure
Celebrities today are more accessible than ever. Social media has blurred the line between public and private. Selling underwear is a natural extension of that shift.
It’s no longer shocking for stars to monetize intimacy. In fact, it’s expected.
The Body as the Final Product
In many ways, celebrity underwear brands are about ownership. Who gets to profit from a famous body? By launching their own lines, stars reclaim that value.
They are no longer just faces for other brands. They are the brand.
Will the Underwear Boom Last?
A Trend That Will Likely Slow Down
Just like celebrity tequila, the underwear craze may eventually cool. The market can only absorb so many star-backed boxers and bras.
The barrier to entry is high, the margins are tighter, and the risks are real. Many celebrities may try. Few will build lasting businesses.
But the Conversation Has Changed
One thing is certain. Underwear is no longer a quiet category. It’s bold, performative, and deeply tied to identity.
Whether this trend fades or evolves, celebrities have already reshaped how intimate fashion is marketed and consumed.
And for now, at least, selling boxers might just be the coolest business move in Hollywood.
