Sydney Sweeney is making headlines with the launch of her lingerie brand, SYRN, following a controversial commercial shoot at the Hollywood Sign. On January 26, TMZ shared footage showing Sweeney and her team adorning the iconic landmark with bras to promote the forthcoming collection, which officially opened to the public on January 28.
The Hollywood Chamber of Commerce, which controls the rights to the Hollywood Sign’s image, clarified that Sweeney’s shoot was not authorized. Despite the backlash, the 28-year-old actress and Emmy nominee proceeded with her fashion venture.
Details of the Brand Reveal and Promotional Campaign
On January 27, Sweeney formally introduced her SYRN lingerie brand. While the brand’s website remains under construction, a provocative teaser video featuring Sweeney in black lingerie has surfaced online. She also shared a series of Instagram photos showcasing the brand’s daring pieces, including a lacy white bodysuit and a cropped T-shirt with the phrase Marry Me Fly Free.
Accompanying her post, Sweeney wrote,
“The secret is finally out… say hello to @syrn 🤍 this is lingerie you wear for YOU, no explanation, no apology,”
and added,
“There’s soo much more I can’t wait to show you.”
The actress also uploaded the controversial commercial video, which features her and a crew outfitted in black, carrying bags filled with lingerie as they climb the Hollywood Sign to decorate it.
Unauthorized Use of the Hollywood Sign Sparks Backlash
The footage captures a candid moment with Sweeney saying,
“I’m gonna get caught with this right?”
as she climbs one of the sign’s letters. The video ends with Sweeney posing provocatively in front of the landmark dressed in lingerie.
Steve Nissen, president and CEO of the Hollywood Chamber of Commerce, told PEOPLE that the organization
“did not grant a license or permission of any kind to the production involving Sydney Sweeney as reported by TMZ, nor did anyone seek a license or permission from the Chamber for that production.”
He further explained,
“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.”
TMZ reported that Sweeney did obtain a permit from FilmLA, the agency responsible for issuing filming permits in Los Angeles. However, there was no immediate confirmation regarding whether the Hollywood Chamber will pursue legal action for trespassing or vandalism linked to the shoot. Requests for comment from Sweeney’s representatives to PEOPLE went unanswered at the time of reporting.
Implications and Anticipation for SYRN’s Future
Sydney Sweeney’s lingerie launch arrives amid mixed reactions, fueled by the unauthorized stunt that brought both attention and criticism. The incident highlights challenges surrounding use of protected landmarks in commercial ventures and underscores the tension between bold marketing tactics and legal boundaries.
With SYRN’s public debut underway, the brand’s trajectory remains closely watched as fans and industry observers await further designs and campaigns from Sweeney. How the legal concerns will affect the brand’s progress remains uncertain, but the current buzz ensures SYRN’s introduction into the fashion world will not go unnoticed.
