At a Glance
- Sydney Sweeney announced the launch of her lingerie brand, SYRN, after a video of her decorating the Hollywood Sign in bras went viral.
- The video, released by TMZ on Jan. 26, showed Sweeney and her crew climbing the iconic landmark without permission.
- The Hollywood Chamber of Commerce confirmed the production was not authorized, while Sweeney’s team cited a permit from FilmLA.
- Why it matters: The incident highlights the strict licensing rules for commercial use of the Hollywood Sign and raises questions about brand promotion tactics.
Sydney Sweeney, the 28-year-old actress known for Euphoria, revealed her new lingerie line, SYRN, just days after a controversial video of her decorating the Hollywood Sign went viral. The clip, posted by TMZ on Jan. 26, showed Sweeney and a crew of people dressed in black, carrying duffel bags filled with bras, climbing the letters of the landmark and posing in front of it while wearing the lingerie. The incident sparked backlash and a formal statement from the Hollywood Chamber of Commerce, who own the rights to the sign.
The Controversy
The video, which has since been shared widely on social media, shows Sweeney mounting one of the sign’s letters and saying, “I’m gonna get caught with this right?” before posing in front of the monument. The footage was released just one day before the brand’s official launch date of January 28.
> “The production involving Sydney Sweeney was not authorized by the Hollywood Chamber of Commerce,” a statement to the brand said. “No license or permission of any kind was granted.”
The Hollywood Chamber of Commerce, the entity that owns the intellectual property rights to the Hollywood Sign, issued a formal statement. Steve Nissen, president and CEO, emphasized that anyone intending to use the sign for commercial purposes must obtain a license.
> “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,” Nissen said.
The video’s release prompted questions about whether Sweeney’s team had secured the necessary permissions. TMZ reported that Sweeney had obtained a permit from FilmLA, the local film office. The Chamber has not confirmed whether it plans to file a police report for trespassing or vandalism.
The Brand Launch
On Jan. 27, Sweeney officially announced SYRN on Instagram. The brand’s website was still under construction, but she shared a series of photos showcasing the collection. The images featured Sweeney in a lacy white bodysuit and an ultra-cropped T-shirt that read, “Marry Me Fly Free.”
> “The secret is finally out… say hello to @syrn 🤍 this is lingerie you wear for YOU, no explanation, no apology,” she captioned the post, adding SYRN’s launch date of January 28. “There’s sooo much more I can’t wait to show you.”
The Instagram post also included the controversial commercial filmed at the Hollywood Sign. The final version of the commercial shows Sweeney and her crew in black, carrying duffel bags filled with bras and climbing to reach the sign. The video ends with Sweeney posing in front of the historic monument, dressed in undergarments.
Legal and Licensing Context
| Entity | Role | Key Points |
|---|---|---|
| Hollywood Chamber of Commerce | Owner of sign | Declared production not authorized; requires license for commercial use |
| FilmLA | Local film office | Issued a permit to Sweeney’s production |
| Sweeney’s team | Filming crew | Claimed they had a FilmLA permit; no Chamber license obtained |
The Hollywood Chamber of Commerce’s statement clarified that no license or permission was granted for the production. The Chamber’s policy is that any commercial activity involving the sign must secure a license. This includes filming, advertising, or any form of promotion.
Public and Industry Response
The video sparked a mix of support and criticism on social media. Some viewers praised Sweeney for her bold marketing approach, while others condemned the unauthorized use of a protected landmark. The incident also prompted discussions about the legal boundaries of celebrity advertising and the importance of securing proper permits for high-profile projects.
Sweeney’s rep has not yet responded to the brand’s announcement or the Chamber’s statement. The brand’s official website remains under construction, but the launch is slated for January 28.
Key Takeaways
- Sydney Sweeney launched her lingerie brand SYRN after a viral video of her decorating the Hollywood Sign in bras.
- The Hollywood Chamber of Commerce confirmed the production was not authorized and that a license is required for commercial use of the sign.
- Sweeney’s team claimed a permit from FilmLA, but no Chamber license was obtained.
- The brand’s official launch is set for January 28, with a website still in development.
- The incident highlights the strict licensing rules surrounding the Hollywood Sign and raises questions about marketing tactics for new brands.
Timeline of Events
| Date | Event |
|---|---|
| Jan. 26 | TMZ releases video of Sweeney decorating Hollywood Sign |
| Jan. 27 | Sweeney announces SYRN on Instagram |
| Jan. 28 | SYRN launches to the public |
The controversy underscores the importance of respecting intellectual property rights and obtaining proper permissions when using iconic landmarks for commercial purposes.
