Sydney Sweeney’s Hollywood Sign Stunt Sparks Controversy Ahead of Lingerie Launch

Sydney Sweeney is facing criticism after a promotional stunt involving the iconic Hollywood sign surfaced online. Video obtained by TMZ shows the Euphoria actress climbing one of the letters at night and hanging bras across it as part of a campaign promoting her upcoming lingerie brand, Syrn. While Sweeney’s team reportedly had a general filming permit from FilmLA, they did not have authorization to touch or climb the landmark.

The Hollywood Chamber of Commerce, which holds the intellectual property rights to the Hollywood sign, confirmed it did not grant permission for the stunt. Chamber President and CEO Steve Nissen said no license or approval was requested and that the organization is reviewing how the site was accessed. Potential issues could include trespassing or vandalism, though no charges have been filed. The Los Angeles Police Department later stated there is currently no investigation and that no crime was committed.

The incident comes just days before the Jan. 28 launch of Syrn, Sweeney’s lingerie line offering 44 sizes, from 30B to 42DDD, with most items priced under $100. The brand is structured around four style categories Comfy, Playful, Romantic and Seductress and is backed by high-profile investors, including Jeff Bezos and Lauren Sánchez Bezos. Sweeney has not publicly commented on the Hollywood sign incident, and her representatives have not responded to media requests.