Sydney Sweeney's Controversial Launch of Lingerie Brand Syrn

On January 26, 2026, actress Sydney Sweeney created a significant buzz by posting a video on Instagram that depicted her and a group of individuals scaling the iconic Hollywood sign at night. The group hung strings of bras over the sign as part of a promotional stunt for her newly launched lingerie brand, Syrn (pronounced "sye-rin"). The video, which showcased Sweeney smiling and celebrating the act, quickly drew attention and backlash. The Hollywood Chamber of Commerce, which owns the intellectual property rights to the sign, stated that Sweeney's production was unauthorized and that they had not granted permission for such an activity. Steve Nissen, the Chamber's CEO, emphasized that anyone wishing to use the sign for commercial purposes must obtain a license, which Sweeney's team did not secure.

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Sweeney's lingerie line, Syrn, officially launched on January 28, 2026, and aims to cater to a diverse range of body types, offering 44 sizes from 30B to 42DDD, with most items priced under $100. The brand is structured around four core personas: Comfy, Playful, Romantic, and Seductress. In her promotional materials, Sweeney expressed her desire to create a brand that resonates with women, stating, “I wanted to create a place where women can move between all the different versions of who we are.” She emphasized the importance of designing for different bodies, drawing from her own experiences of struggling to find well-fitting bras.

Sydney Sweeney lifts the lid on her lingerie empire plans as she strips down for jaw-dropping photo shoot

The Hollywood Chamber of Commerce confirmed that they were investigating the incident involving Sweeney and the Hollywood sign. Nissen reiterated that the production was not authorized and that they were unaware of it prior to the video release. Although Sweeney's team reportedly obtained a filming permit from FilmLA, they did not have permission to climb or touch the sign itself. The potential legal repercussions include charges of criminal trespassing and vandalism, although no charges have been filed as of yet.

Sydney Sweeney turns up the heat with jaw-dropping photos ahead of lingerie line launch

Sweeney's promotional stunt has drawn criticism not only for its legality but also for its perceived insensitivity to the significance of the Hollywood sign. Critics argue that the act trivializes a cultural landmark for commercial gain. This incident follows previous controversies surrounding Sweeney's marketing strategies, including a campaign for American Eagle that faced backlash for allegedly promoting eugenicist ideas.

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As the Hollywood Chamber of Commerce continues its investigation, it remains unclear whether they will pursue legal action against Sweeney. Meanwhile, Syrn's launch is set to proceed as planned, with Sweeney promoting the brand as a celebration of femininity and self-expression.

Sydney Sweeney unveils lingerie line after controversial bra stunt

• “The production involving Sydney Sweeney and the Hollywood Sign, as reported by TMZ, was not authorized by the Hollywood Chamber of Commerce nor did we have prior knowledge of it.” — Steve Nissen, CEO, Hollywood Chamber of Commerce

Sydney Sweeney turns up the heat with jaw-dropping photos ahead of lingerie line launch

• “This is lingerie you wear for YOU, no explanation, no apology.” — Sydney Sweeney, Actress and Founder of Syrn

Sydney Sweeney unveils lingerie line after controversial bra stunt

• “I wanted to create a place where women can move between all the different versions of who we are,” — Sydney Sweeney, on her vision for Syrn.

Sydney Sweeney launches Syrn lingerie line 'for different bodies'