Sydney Sweeney's Hollywood Sign Bra Stunt Sparks Backlash and Legal Scrutiny
Actress Sydney Sweeney is facing significant backlash and potential legal consequences after orchestrating a controversial publicity stunt that involved draping bras across the iconic Hollywood Sign. The 28-year-old star, known for her roles in Euphoria and Christy, executed the promotional effort under cover of darkness to launch her new lingerie brand, Syrn.
Unauthorized Access to an Iconic Landmark
In a video first obtained by entertainment outlet TMZ, Sweeney is seen climbing portions of Mount Lee overlooking Los Angeles with a group of associates. The footage shows them carrying black duffel bags containing various lingerie items before laughingly draping undergarments across the letters of the famous sign. Sweeney also shared behind-the-scenes content to her Instagram account, documenting the clandestine operation.
At one point in the video, Sweeney expresses concern about getting caught, stating, "I'm going to get caught at this rate." Despite this apprehension, she proceeded to complete the stunt, smiling and posing in front of the decorated sign once all garments were in place.
Hollywood Chamber of Commerce Responds
The Hollywood Chamber of Commerce, which owns the intellectual property rights to the Hollywood Sign, has confirmed that Sweeney did not obtain authorization for the production. In a statement to Postmedia, chamber chief Steve Nissen emphasized that the organization had no prior knowledge of the stunt and did not grant any license or permission for commercial use of the landmark.
"The production involving Sydney Sweeney and the Hollywood Sign, as reported by TMZ, was not authorized by the Hollywood Chamber of Commerce nor did we have prior knowledge of it," Nissen stated. "Anyone intending to use and/or access the Hollywood Sign for commercial purposes must obtain a license or permission from the Hollywood Chamber to do so."
According to TMZ reports, while Sweeney may have obtained a permit from FilmLA to shoot footage of the Hollywood Sign, she lacked permission to physically touch or climb the monument itself. The chamber has since launched an investigation into how the production accessed the site and under what authority.
Social Media Reactions and Security Concerns
On social media platform X, several users questioned how the promotional campaign could have proceeded without detection, given the sign's security measures. One person commented, "The minute you pass a certain area alarms go off. The helicopters instantly take flight." Another content creator shared their own experience attempting to approach the sign, noting that alarms typically activate within two minutes of tripping sensors.
These security concerns highlight the potential legal implications of Sweeney's actions, as unauthorized access to the protected landmark could violate multiple regulations.
Launch of Syrn Lingerie Brand
Amid the controversy, Sweeney officially launched her lingerie brand Syrn on Tuesday morning with an Instagram post. The actress described the collection as "bold, confident and unapologetic" in an interview with ELLE magazine, emphasizing that the brand aims to understand women rather than talk at them.
"I wanted to build a lingerie brand that feels like it understands women instead of talking at them," Sweeney explained. "Syrn is about confidence without pressure, feeling sexy, powerful, soft, playful, or all of the above, depending on the day."
The actress, who serves as sole founder of the brand, highlighted attention to detail in designing for diverse body types, noting that "boobs and bodies are like fingerprints — everyone's are different."
Addressing Plastic Surgery Rumors
The publicity stunt comes shortly after Sweeney addressed persistent rumors about plastic surgery in multiple interviews. Speaking to Allure magazine last month alongside her The Housemaid co-star Amanda Seyfried, Sweeney firmly denied having any cosmetic procedures.
"Let's debunk them all. I mean, I have never gotten work done," Sweeney stated in a video segment. "I am so scared of needles, you have no idea."
In a separate Vanity Fair lie detector test interview, Seyfried directly asked Sweeney about the speculation surrounding her appearance, to which the actress confirmed the natural state of her features.
The Hollywood Sign stunt represents a bold marketing move for Sweeney's entrepreneurial venture, but one that has drawn criticism for potentially violating regulations and disrespecting an iconic cultural landmark. As the Hollywood Chamber of Commerce continues its investigation, the incident raises questions about the boundaries of celebrity promotion and the protection of historical sites.
