Sydney Sweeney has once again become a talking point in entertainment and fashion circles, but this time for a controversial promotional stunt rather than a red carpet look.
The 28-year-old American actress recently posted a video of herself climbing the Hollywood sign in Los Angeles to hang bras. This is part of a now-controversial guerrilla marketing campaign for her upcoming lingerie brand Syrn. While the stunt went viral on social media, it has also triggered legal warnings and potential fines that fashion lovers will want to know about.
A Daring Fashion Stunt — Literally
On the evening of Monday, 26 January, Sweeney shared footage on her Instagram showing her and a small crew driving up dark roads in a van. They scaled the hillside near the Hollywood sign and then climbed onto the letters themselves while draping a line of multi-coloured bras across the iconic landmark.
In the clip, Sweeney is dressed, laughing and interacting with her team as they place the bras over the letter 'H' and other parts of the sign. The stunt was clearly designed to build anticipation around Syrn, a lingerie label she has been developing for around a year.
This unconventional method of advertising fits within the current trend for 'viral moments' in fashion promotion, but also raises questions about legality.
Trademark Owner Issues Warning
Sweeney's production team obtained a general authorisation from film permit agency FilmLA to shoot near the Hollywood sign. However, they did not secure the necessary approval from the Hollywood Chamber of Commerce, which owns the trademark and intellectual property rights to the landmark.
That distinction matters because access and commercial use of the sign are strictly regulated. Obtained by TMZ, the email from the Chamber to Sweeney and her production team stated: 'Neither you nor the production company have sought or received permission to use the images for any commercial use.'
The email also noted that FilmLA had informed the Chamber that Sweeney was notified of the requirement to obtain a separate licence prior to shooting.
This isn't a minor oversight. Obtaining one licence to film near the structure does not automatically include the right to touch, climb, or attach objects to it — especially when the footage is intended for commercial promotion.
Email from the Hollywood Chamber of Commerce, which owns the Hollywood Sign made it clear, that her production company was notified she could not shoot the sign or use the video without getting prior approval from the Chamber.
— Lord Bebo (@MyLordBebo) January 26, 2026
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Could Sweeney Face Fines or Jail?
Under California law, climbing and decorating the Hollywood sign without explicit approval can be treated as criminal trespass or even vandalism, particularly when done for commercial purposes. The landmark — built in 1923, located in Griffith Park, and protected by the Hollywood Sign Trust — is on public land but sits within restricted access zones monitored by cameras, fencing, and patrols.
Sweeney could face a misdemeanour fine of up to $1,000 (£800) if the Chamber decides to seek charges. There's also a potentially six months' jail time, although such outcomes in publicity stunts are rare as fines are much more common.
It is yet unknown whether the Hollywood Chamber of Commerce will pursue official complaints, yet their public remarks indicate that they are taking the matter seriously.
What We Know About Syrn
Syrn is the new lingerie brand to be launched by Sweeney, designed to expand her presence beyond acting and into fashion entrepreneurship. The label is set to debut on 28 January, following roughly a year of development and planning.
The promotional teaser released ahead of the launch featured Sweeney modelling a black lace bra, matching underwear, garter belt, and sheer elbow‑length gloves, with a lipstick‑scrawled 'Coming 1/28. XO, Syrn' message on a mirror.
The early focus on lace, classic lingerie silhouettes, and evocative visuals indicates that Syrn will be positioned at the intersection of fashion and empowerment. As more information is disclosed, it is unclear if the collection will prioritise size inclusivity, sustainable materials, or price accessibility for fashion-conscious buyers.
Syrn is backed by significant private equity support, with investment from Coatue, which is known for high‑profile investors including Jeff Bezos and Lauren Sánchez.
Meeting Public Scrutiny Again
This is not the first time Sweeney has attracted debate over her fashion‑adjacent work. A 2025 advertising campaign with American Eagle featuring the tagline 'Sydney Sweeney Has Great Jeans' sparked discussions about perceived racial undertones and consumer sensitivity.
Whether Sweeney's Hollywood sign stunt will be remembered as a marketing masterstroke or a misstep hinges on how authorities respond — but it has already prompted valuable discussion about what counts as responsible and legal brand promotion in the age of social media.
