Sydney Sweeney, known for her role in the hit show Euphoria, sparked controversy this week after promoting her new lingerie brand with a stunt at the Hollywood sign in Los Angeles. On Monday night, the actress and her team climbed the iconic landmark and hung multiple bras as part of an advertising campaign, raising questions about the legality of their actions.
The Hollywood Chamber of Commerce, which holds the intellectual property rights over the famous Hollywood sign, confirmed that no permit or license had been granted for this type of promotional activity. Authorities are investigating how Sweeney and her crew accessed the area and whether they had operating authorization, putting the star at risk of potential legal consequences.
Details of the Lingerie Brand Campaign and Celebrity Backing
Sweeney posted a nighttime video on social media that documented the event, showing her and others unloading black bags filled with bras from a van before hanging them on the Hollywood sign. The campaign, labeled SYRN, advertises Sweeney’s newly launched lingerie line, which carries the financial backing of Jeff Bezos, who has invested $1 billion in the venture.
“The secret’s out. Say hello to SYRN, that’s lingerie you can wear for yourself, no explanation, no apology,”
Sydney Sweeney, Actress and Business Owner
The brand’s introduction via this attention-grabbing publicity stunt was intended to create buzz, but it has instead drawn criticism due to the unauthorized use of a protected landmark.
Legal and Public Response to the Unauthorized Promotion
The Hollywood Chamber of Commerce warned that any commercial use of the Hollywood sign requires a license, which was not secured by Sweeney’s team. A spokesperson for the Chamber told ABC News,
“We are investigating how and under what authority the production accessed the area,”
Hollywood Chamber of Commerce Official
Despite the ongoing investigation, officials from the Los Angeles Police Department have confirmed that no charges or legal actions have yet been taken against Sweeney or her associates.
Previous Controversies in Sydney Sweeney’s Advertising History
This is not the first time Sydney Sweeney’s marketing efforts have sparked public debate. In the summer of 2025, she featured in a highly criticized campaign for American Eagle jeans. The advertisements played on the similar pronunciation between the words “jeans” and “genes,” which led to accusations that the campaign promoted a racist and Nazi-inspired message.
One controversial video showed Sweeney crossing out the phrase “Sydney Sweeney has good genes” and replacing “genes” with “jeans,” drawing sharp criticism from various groups. While former President Donald Trump praised the campaign as
“the hottest ad campaign of the moment,”
others condemned it for its perceived eugenic undertones.
At the time, Sweeney remained silent on the backlash, a stance she later expressed regret about in a December 2025 interview.
“I’ve realized that my silence on the matter has only served to further divide rather than resolve the issue,”
Sydney Sweeney, Actress
“I have been accused of ideas and labels that are not true,”
Sydney Sweeney, Actress
Implications for Sydney Sweeney and the Future of Her Brand
The legal concerns surrounding the recent Hollywood sign stunt highlight the complexities celebrities face when blending artistic promotion with public property laws. The situation could impact how Sweeney’s SYRN lingerie campaign proceeds, especially with significant investor attention and public scrutiny. Observers will watch closely for any forthcoming legal rulings or statements from both the Hollywood Chamber of Commerce and Sweeney’s team.
As this event unfolds, it underscores the tension between high-profile marketing efforts and regulatory compliance, especially when using landmark symbols like the Hollywood sign. The resolution of this case may set precedent for future promotional activities in Los Angeles and beyond.
