Hollywood actress Sydney Sweeney has unveiled her debut lingerie collection, SYRN, with a striking promotional campaign that has now landed her in potential legal hot water. The 28-year-old star showcased the line's first collection, named 'Seductress', in a series of glamorous photos that emphasised empowerment and confidence.
A Bold Fashion Statement
For the official launch imagery, Sweeney modelled a burgundy lingerie set from her SYRN line, featuring a plunging bra and matching knickers paired with daring lace suspenders. The actress posed provocatively against a vintage car outside The United Artists Theatre in Downtown Los Angeles, draping a luxurious purple fur coat over her shoulders to complete the ensemble.
She accessorised the look with towering stiletto heels and a pair of sunglasses, creating a sultry aesthetic that perfectly captured the brand's ethos. Speaking about her vision for the collection, Sweeney described it as "bold, confident, and unapologetic" in an interview with Elle magazine.
Building a Brand That Understands Women
"I wanted to create a world and a feeling," Sweeney explained. "I wanted to build a lingerie brand that feels like it understands women instead of talking at them." The actress revealed that her frustration with uncomfortable bra designs featuring "annoying straps" and "cutting bands" partly inspired her to launch her own line.
As the sole founder of SYRN, Sweeney emphasised that her vision was to create lingerie that "lives in real life and doesn't hold anyone back." She described the brand as being about "confidence without pressure" and allowing women to feel "sexy, powerful, soft, playful, or all of the above, depending on the day."
Hollywood Sign Stunt Causes Legal Concerns
The promotional campaign took a controversial turn when Sweeney allegedly participated in a stunt that involved hanging bras from the iconic Hollywood Sign. According to reports from TMZ, the actress was seen "scaling" one of the massive white letters late one evening while a production crew filmed the activity.
Video footage obtained by the outlet appears to show Sweeney climbing what looks like the 'H' of the landmark before stringing a makeshift clothesline of bras across the structure. Sources indicated that the footage was shot specifically to promote the launch of her new lingerie brand, which is notably backed by billionaire Amazon founder Jeff Bezos.
Permission Problems and Intellectual Property Rights
While Sweeney's production company reportedly obtained a filming permit from FilmLA for the Hollywood Sign location, officials have suggested this may not have authorised the specific activities captured in the video. According to TMZ, the production secured permission to shoot at the site but did not have approval to touch, climb, or physically alter the sign itself.
In an email allegedly sent to the production company and obtained by TMZ, the Hollywood Chamber of Commerce warned that filming the landmark for commercial use requires a separate license that had not been sought or approved. The email stated: "Please be advised that the Hollywood Chamber of Commerce owns the intellectual property rights to use of the image of the Hollywood Sign and neither you nor the production company have sought or received permission to use the images captured for any commercial use."
Unauthorised Activity on a Protected Landmark
The Chair of the Hollywood Chamber of Commerce later confirmed to TMZ that the stunt was unauthorised, stating clearly: "There was no permission granted to do this as is required." The bras were reportedly removed shortly after the shoot concluded, though several were allegedly left behind on the hillside surrounding the famous sign.
The Hollywood Sign, one of Los Angeles' most protected landmarks, has long been off-limits to climbers and promotional stunts. Previous unauthorised attempts to access or alter the sign have resulted in arrests and substantial fines for those involved.
Uncertain Future for the Controversial Footage
It remains unclear whether Sweeney's footage from the Hollywood Sign will ever be used commercially, as any such use would reportedly require retroactive approval or licensing from the Hollywood Chamber of Commerce. The Daily Mail has reached out to both Sweeney's representatives and the Hollywood Chamber of Commerce for comment but had not received responses at the time of reporting.
This controversy adds an unexpected dimension to what was intended as a straightforward fashion launch, highlighting the complex regulations surrounding one of America's most iconic landmarks while drawing significant attention to Sweeney's new venture in the intimate apparel market.
