Sydney Sweeney just turned the iconic Hollywood Sign into her personal lingerie runway, but it’s blowing up for all the wrong reasons. The Euphoria star’s bold promo for her new brand SYRN has officials fuming and fans split.
The Daring Sydney Sweeney Stunt
Picture this: late-night LA hills, Sweeney in black climbing the massive “H” of the Hollywood Sign, stringing up linked bras like holiday lights. TMZ dropped the video showing her crew helping drape the undies over the letter—no arrests on site, but whispers of trespassing vibes since climbing the protected landmark without full go-ahead is a no-go. She posted the clip on Instagram Monday, teasing her lingerie launch, and it racked up millions of views overnight.
Sydney Sweeney Faces Official Wrath
The real heat? Hollywood Chamber of Commerce, who owns the sign’s IP rights, slammed it as totally unauthorized—no permit request, no prior notice from Sweeney’s team. CEO Steve Nissen told LA Times and others they didn’t greenlight any commercial use, and while FilmLA okayed filming, touching or decorating the sign for ads? Big red flag that could mean fines or vandalism charges. Hollywood Sign Trust was also blindsided, calling it a breach of the landmark’s protected status. As of Jan 27, 2026, no charges filed yet, but LAPD’s been looped in, and legal buzz is growing.
Mixed Bag on Sydney Sweeney Backlash
Social media’s a battlefield: fans dubbing it “iconic” and “badass marketing” (one X post hit 10k likes cheering the bra chain), while critics blast it as “embarrassing,” “disrespectful to a cultural icon,” or straight-up littering. Some tie it to her past ads, like the American Eagle “great jeans” drama, saying she’s chasing controversy again. Positives highlight the stunt’s viral power—perfect for hyping SYRN’s 44-size range (30B-42DDD) under $100, with styles like Seductress that embrace real bodies.
What’s SYRN and Why This Stunt?
Sweeney’s hands-on with her lingerie line (pronounced “siren”), born from her own fit struggles since teen years—think comfy, playful, romantic vibes for everyday bombshells. The Hollywood stunt was pure promo gold for the Seductress drop, but the unauthorized angle stole the spotlight. No official response from her rep yet, but expect more buzz as SYRN launches soon. Will she apologize, double down, or just sell out the bras? Hollywood’s watching.
