Hollywood actress Sydney Sweeney has ignited both admiration and controversy with a bold promotional campaign for her new lingerie brand, SYRN, which launched this week. The 28-year-old star, known for her role in Euphoria, showcased the collection through a series of sizzling photographs and a provocative video that involved hanging bras on the iconic Hollywood Sign. However, this daring marketing move has potentially placed Sweeney in legal jeopardy, with authorities investigating possible trespassing and vandalism charges.
SYRN Launch: Empowerment and Provocation
On Tuesday, Sydney Sweeney unveiled her SYRN lingerie line with a striking social media campaign that emphasised self-expression and body confidence. The actress posed in racy lace lingerie, including a halterneck bodysuit paired with stockings and suspenders, set against a romantic rose garden backdrop. In another image, she wore a simple white tank top and matching pants, demonstrating the brand's versatile aesthetic.
Sweeney accompanied the photos with a personal message to her followers, writing: 'The secret is finally out… say hello to @syrn. This is lingerie you wear for YOU, no explanation, no apology.' She encouraged fans to sign up for early access on SYRN.com ahead of the official launch on Wednesday. The brand has garnered significant attention, partly due to backing from billionaire Amazon founder Jeff Bezos.
The Hollywood Sign Stunt: A Legal Grey Area
The most controversial aspect of the promotion was a video shared on Sweeney's Instagram, which documented a nighttime excursion to the Hollywood Sign. The footage shows Sweeney and her team loading duffle bags filled with lingerie into a van before driving into the Hollywood Hills. Dressed entirely in black, a laughing Sweeney leads the group as they scale an eight-foot perimeter fence and climb the hill towards the landmark.
Lit by torches, the actress is heard remarking, 'we're gonna get caught at this rate,' as she ascends the 45-foot-tall letters to hang lines of bras. She then grins and poses triumphantly in front of the lingerie-adorned sign, with the video concluding with the SYRN logo. While the bras were reportedly removed shortly after filming, several were allegedly left behind on the hillside.
Investigations and Potential Charges
Although Sweeney's production company, Persuasion Pictures, reportedly obtained a filming permit from FilmLA, officials have clarified that this may not have authorised the specific activities captured in the video. The Hollywood Chamber of Commerce, which owns the intellectual property rights to the image of the Hollywood Sign, has stated that commercial use requires a separate license from them—one that was neither sought nor granted.
In a statement to ABC News, Hollywood Chamber of Commerce President and CEO Steve Nissen confirmed: 'The production involving Sydney Sweeney and the Hollywood Sign was not authorised by the Hollywood Chamber of Commerce nor did we have prior knowledge of it.' He emphasised that anyone intending to use or access the sign for commercial purposes must obtain permission from the Chamber, which is currently investigating how the production accessed the restricted site.
The Hollywood Sign, managed by the non-profit Hollywood Sign Trust, sits on public land but is in a restricted area where climbing the structure is strictly prohibited. The site is routinely patrolled by the Los Angeles Police and Fire Departments, along with park rangers, and is equipped with surveillance cameras and motion sensors to deter trespassers. Violations can result in misdemeanor charges, carrying penalties of up to $1,000 in fines or six months in jail.
As of now, the LAPD has not filed a police report regarding the incident, but the Chamber could pursue allegations of trespassing and vandalism. An email obtained by TMZ and allegedly sent to the production company warned that filming the landmark for commercial use without a license from the Chamber was unauthorised.
Previous Controversy and Sweeney's Response
This is not the first time Sydney Sweeney has found herself at the centre of a marketing controversy. Last summer, she appeared in an American Eagle advertisement featuring the tagline 'Sydney Sweeney Has Great Jeans,' a pun that sparked accusations of promoting eugenics and white supremacy online, with some critics comparing it to Nazi propaganda.
In a recent interview with People magazine, Sweeney addressed the backlash, stating: 'I was honestly surprised by the reaction. I did it because I love the jeans and love the brand. I don’t support the views some people chose to connect to the campaign.' She added that her silence on the issue had only widened the divide, and she now aims to focus on unity and kindness.
American Eagle defended the campaign, asserting it was solely about personal style and confidence. Sweeney reiterated her stance against hate and divisiveness, expressing hope that the new year would bring more focus on what connects people rather than what divides them.
As the investigation into the Hollywood Sign stunt continues, Sydney Sweeney's SYRN launch has undoubtedly captured public attention, blending high-fashion promotion with potential legal ramifications. The outcome may set a precedent for future celebrity marketing tactics involving protected landmarks.
