Sydney Sweeney's Lingerie Venture Faces Legal Scrutiny After Hollywood Sign Stunt
Hollywood actress Sydney Sweeney has made waves with the launch of her new lingerie brand, Syrn, showcasing the collection through a series of provocative photoshoots. However, the promotional campaign has encountered significant legal hurdles following a controversial stunt at one of Los Angeles' most iconic landmarks.
Daring Photoshoot Unveils Syrn Collection
The 28-year-old actress, known for her roles in popular television series, stunned audiences as she modelled risqué lingerie sets in a racy new photoshoot for her brand. Sweeney looked incredible in a daring black lace ensemble, which she paired with suspenders and a luxurious feathered robe, exuding confidence and sophistication.
For subsequent looks, the actress changed into a plunging bra with matching knickers, accessorising with long sheer gloves that added a touch of vintage glamour. Another striking image featured Sweeney in a vibrant hot pink number, shielding her eyes with sunglasses while posing elegantly in the back of a classic car.
Brand Philosophy and Inclusive Sizing
Speaking exclusively to Elle magazine about her motivation for creating the line, Sydney revealed her vision for a brand that genuinely understands women. 'I wanted to create a world and a feeling,' she explained. 'I wanted to build a lingerie brand that feels like it understands women instead of talking at them.'
Sweeney emphasised that Syrn is about confidence without pressure, allowing women to feel sexy, powerful, soft, or playful depending on their mood. 'As the sole founder, my vision was to create something that lives in real life and doesn't hold anyone back,' she added, highlighting her commitment to designing comfortable undergarments that feel like a second skin.
The brand demonstrates this inclusive approach through its extensive size range, offering 44 different sizes from 30B to 42DDD. With most styles priced under $100, Syrn aims to make quality lingerie accessible while celebrating the diversity of women's bodies. 'Boobs and bodies are like fingerprints; everyone's are different, and I wanted to design for that,' Sweeney shared, underscoring her design philosophy.
Controversial Hollywood Sign Promotion
The brand's launch took a dramatic turn when Sweeney reportedly engaged in a promotional stunt that involved hanging bras on the iconic Hollywood Sign. According to entertainment outlet TMZ, the actress was seen scaling one of the massive white letters late in the evening while a production crew filmed the activity.
Video footage obtained by the outlet appears to show Sweeney climbing what looks like the 'H' before stringing a makeshift clothesline of bras across the famous landmark. Sources indicated the footage was intended to promote her new lingerie brand, which interestingly counts billionaire Amazon founder Jeff Bezos among its backers.
Legal Complications and Intellectual Property Issues
While the actress reportedly obtained a filming permit through FilmLA, officials have raised concerns about whether this authorization covered the specific activities captured on video. TMZ reported that although Sweeney's production secured permission to shoot at the Hollywood Sign location, they did not have approval to touch, climb, or physically alter the sign itself.
The Hollywood Chamber of Commerce, which owns the intellectual property rights to the Hollywood Sign, sent an email to the production company stating that filming the landmark for commercial use requires a separate license that had neither been sought nor approved. 'Please be advised that the Hollywood Chamber of Commerce owns the intellectual property rights to use of the image of the Hollywood Sign,' the email read in part, 'and neither you nor the production company have sought or received permission to use the images captured for any commercial use.'
The Chamber's Chair later confirmed to TMZ that the stunt was unauthorized, stating unequivocally: 'There was no permission granted to do this as is required.' FilmLA had apparently previously notified the production about the requirement to obtain licensing approval from the Chamber before filming the sign for promotional purposes.
Aftermath and Ongoing Uncertainty
The bras were reportedly removed shortly after the shoot concluded, though several were allegedly left behind on the hillside. The Daily Mail has reached out to Sweeney's representatives and the Hollywood Chamber of Commerce for comment but had not received responses at the time of reporting.
The Hollywood Sign, as one of Los Angeles' most protected landmarks, has long been off-limits to climbers and promotional stunts. Previous unauthorized attempts to interact with the sign have resulted in arrests and substantial fines, highlighting the seriousness of the violation.
Whether Sweeney's footage will ever be used commercially remains uncertain, as any such use would reportedly require retroactive approval or licensing from the Hollywood Chamber of Commerce. This legal complication adds an unexpected dimension to what was intended as a bold launch for the actress's entrepreneurial venture into the lingerie market.
