Sydney Sweeney Sparks Backlash Over Unauthorized Hollywood Sign Lingerie Stunt

After engaging in a provocative marketing stunt at one of Los Angeles' most famous locations, Sydney Sweeney, the star of 'Euphoria' and 'The Housemaid' and currently riding high on the success of her hit film, has found herself in hot water. In order to promote her new lingerie line, Syrn, Sweeney was seen climbing the Hollywood sign at night and stringing strings of bras across the enormous letters in a video that went viral. This swiftly provoked criticism from both the public and officials.

The stunt was widely criticized as "unauthorized" and potentially unlawful, drawing attention not just to the boldness of the act but also to the controversy it has ignited across social media and industry circles. 

Backlash Erupts Over Unauthorized Publicity Stunt

The spectacle started when a video of Sweeney and a small group of people stuffing duffel bags with lingerie and walking up to the Hollywood sign in the dark appeared online. In order to generate excitement for Syrn, her new lingerie business that will launch in early 2026, the actress and her team strung dozens of bras together and suspended them over the iconic white letters while being videotaped laughing and posing.

Image Courtesy: Daily Front Row

But the response was everything but joyous. In a statement, the Hollywood Chamber of Commerce, the owner of the Hollywood sign's trademark and intellectual property rights, clarified that the promotional act was "not authorized" and that neither they nor the Hollywood Sign Trust had approved it. Steve Nissen, the president and CEO of the Hollywood Chamber, stated that "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."

He emphasized that the stunt lacked the required approvals despite claims that a general filming permit was obtained from FilmLA. Social media was quickly used by both supporters and detractors to voice their discontent. Given the landmark's protected status and cultural significance, many denounced the conduct as rude and careless. 

Image Courtesy: ABC7

While some even questioned whether Sweeney's team misinterpreted the permitting regulations, others speculated that the action was purposefully planned to stir up controversy and garner media attention.

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Success and Possible Legal Trouble

Sweeney's career has been steadily improving; her most recent thriller, 'The Housemaid,' has made over $300 million at the box office globally, making it her highest-earning production to date. However, a new type of attention has been drawn to the publicity stunt, one that is more concerned with its legality than its inventiveness. As reported by media publications, legal experts and local commenters have noted that scaling restricted portions of the Hollywood sign and changing its look could result in possible trespassing or vandalism charges.

Image Courtesy: Daily Mail

Authorities are apparently looking into the event, which could lead to misdemeanor charges if the Chamber of Commerce or other organizations pursue it, even though the Los Angeles Police Department has not verified any ongoing investigation. The action also fits with the star's history of making contentious marketing choices; previous efforts, including as a highly criticized American Eagle jeans advertisement that some saw as racially offensive, have put her in hot water with some elements of the public. 

Sweeney has not yet publicly addressed the criticism, and her representatives have not yet provided a thorough answer to the Hollywood sign incident.

Image Courtesy: The Times

The Future of Syrn and Sweeney's Public Image

Despite the backlash, Sweeney pressed forward with her lingerie brand's launch, sharing promotional content on Instagram captioned with the brand's bold slogan: "No explanation, no apology." Supported by prominent investors, Syrn is touted as inclusive and expressive fashion, but its launch will now be linked to a dispute that has garnered media attention outside of the fashion industry. It's still unclear if Sweeney's public image will be negatively impacted in the long run by this move. For now, the conversation continues both online and within legal circles. 

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