Sydney Sweeney recently caused a stir after a video of her hanging bras on the Hollywood Sign went viral. The stunt, filmed on Jan. 26, was intended to promote her new lingerie line, Syrn, which launched the following day. Though no charges have been filed, the Hollywood Chamber of Commerce says the actress did not obtain the necessary permissions, and the stunt could lead to trespassing or vandalism allegations.
At a Glance
- Jan. 26: Sweeney posts Instagram video of bras on the Hollywood Sign.
- Jan. 28: Syrn, her lingerie brand, officially launches.
- The Hollywood Chamber of Commerce denies that a license was granted.
- Why it matters: The incident highlights the strict regulatory environment around the iconic landmark and could set a precedent for future promotional stunts.
The stunt was captured on a simple Instagram video that quickly amassed millions of views. In the clip, Sweeney and a small crew climb parts of the sign, stringing a series of bras together. The video ends with a tag for Syrn, her new brand, and a caption announcing its launch the next day.
The Stunt and the Launch
- Sweeney used a permit from FilmLA, the nonprofit that manages filming permits in Los Angeles.
- The permit covered shooting at the sign but did not authorize touching or scaling the landmark.
- In her Instagram caption, she wrote: “the secret is finally out… say hello to @syrn 🤍,” followed by a series of photos showcasing the collection.
- The brand name, Syrn, is a play on the word “siren,” and Sweeney outlined four styles: Seductress, Romantic, Playful, and Comfy.
The launch of Syrn was announced on Jan. 28, with Sweeney explaining the name’s inspiration in a separate video. She emphasized that the line is meant to be worn for oneself, without explanation or apology.
Permitting and Permissions
FilmLA’s role was to provide a shooting permit, but the Hollywood Chamber of Commerce, which owns the intellectual property of the sign, has strict rules about commercial use.
> “[The Hollywood Chamber of Commerce] did not grant a license or permission of any kind to the production involving Sydney Sweeney as reported by TMZ, nor did anyone seek a license or permission from the Chamber for that production,” said Steve Nissen, president and CEO of the organization.
A representative for the Chamber told TMZ that they were still investigating how the production accessed the site. The Chamber’s email to a person named Marcus highlighted licensing requirements, but a filmmaker from Persuasion Pictures-listed in the subject line-claimed they had no involvement.
Persuasion Pictures, a woman-owned production company, stated:
- “We were identified as the production company of record by FilmLA, but this seems to be a mix-up, whether intended by a bad actor or not,” Tamsin Orion, producer, director, and cinematographer, said.
- “We were filming in Pasadena on Jan 22, but even my longest lens could not reach the Hollywood Sign from there.”
Legal Implications
While no charges have been filed, the Chamber of Commerce could file a police report for trespassing or vandalism. Nissen added that any commercial use of the sign requires a license or permission.
> “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 said.
The potential legal outcome depends on whether the Chamber chooses to pursue action. If a report is filed, the actress could face criminal charges, though the specifics would depend on the nature of the alleged trespass or vandalism.
Reactions and Next Steps
- Sweeney’s representatives have not yet commented on the Chamber’s statement.
- The public reaction has been mixed, with some fans praising the bold marketing move and others criticizing the disregard for the sign’s protected status.
- The Chamber’s investigation is ongoing, and the outcome remains uncertain.
The incident underscores the importance of understanding the regulatory framework surrounding iconic landmarks, especially when they are used for commercial promotion.
Key Takeaways
| Date | Event |
|---|---|
| Jan. 26 | Instagram video of bras on Hollywood Sign released. |
| Jan. 28 | Syrn lingerie line launched. |
| Ongoing | Hollywood Chamber of Commerce investigating potential trespassing/vandalism. |
The case serves as a reminder that even high-profile individuals must secure proper permissions when engaging with protected landmarks. The outcome will likely influence how future marketing stunts are planned around similar sites.
