Introduction
Sydney Sweeney recently climbed Mount Lee at night to hang strings of bras on the iconic Hollywood sign in a stunt to promote her new lingerie brand, SYRN. The move sparked a backlash from the Hollywood Chamber of Commerce, the sign’s owners, who denied the star any permission to use the landmark.
At a Glance
- Sweeney used the Hollywood sign for a lingerie promotion without authorization.
- The Chamber’s CEO, Steve Nissen, issued a statement denying any license was granted.
- The stunt follows a series of controversial advertising campaigns by the actress.
- Why it matters: The incident highlights the legal and reputational risks of using protected landmarks in marketing.
The Stunt
On Monday, Sweeney posted a video showing her and crew climbing Mount Lee during the night. She giggled as she hung strings of bras on the sign, a clear visual cue for her upcoming line, SYRN. The video circulated quickly on social media, drawing attention from both fans and critics.
Key Details
- The stunt took place on December 15, 2025, when the film The Housemaid premiered at TCL Chinese Theatre.
- Sweeney is 28, a fact noted in the video’s caption.
- The bras were displayed in a manner that made the sign appear as a runway backdrop.
Hollywood Sign Licensing
The Hollywood Chamber of Commerce owns the intellectual property rights to the sign’s image. According to the Chamber’s website, anyone wishing to use the sign must obtain a license or permission.
> “The Hollywood Chamber of Commerce did not grant a license or permission of any kind to the production involving Sydney Sweeney,” said CEO Steve Nissen in a statement released on Monday.
The Chamber’s licensing rules specify that:
- Permission is required for any commercial use.
- The sign’s image is protected under trademark law.
- Unauthorized use can lead to legal action.
SYRN Lingerie Line
Sweeney’s new brand, SYRN, is positioned as a bold, fashion-forward lingerie line. The promotional stunt aimed to generate buzz by associating the brand with the Hollywood sign’s iconic status.
Brand Positioning
- Target demographic: women 18-35.
- Emphasis on empowerment and body positivity.
- Limited-edition launch featuring unique bra designs.
Previous Controversies
Sweeney’s marketing choices have not been without controversy. Last year, her commercial for American Eagle was criticized for its political undertones. She also appeared in a Dr. Squatch soap ad where she used bathwater to create soap, a concept that drew mixed reactions.
Notable Campaigns
- American Eagle: “Great jeans” slogan sparked debate over alleged white supremacy references.
- Dr. Squatch: Bathwater soap ad highlighted creative but polarizing marketing.
Reactions
The Hollywood Chamber of Commerce’s statement was swift, emphasizing the lack of permission. Fans reacted on social media with a mix of support and criticism.
> “We are investigating the cause,” said a spokesperson for the Chamber, though the spokesperson’s name was not released.
Sweeney’s representatives did not respond to a request for comment.
Legal and Regulatory Context
The incident underscores the importance of respecting intellectual property rights. Unauthorized use of the Hollywood sign can lead to:
| Potential Consequence | Description |
|---|---|
| Legal action | Lawsuits for trademark infringement |
| Financial penalties | Fines or licensing fees |
| Reputation damage | Negative publicity and consumer backlash |
Key Takeaways
- Unauthorized use of protected landmarks can result in legal and reputational fallout.
- Brands must secure proper licensing before leveraging iconic symbols.
- Public perception plays a critical role in the success of marketing campaigns.
Bottom Line
Sydney Sweeney’s nighttime bra stunt on the Hollywood sign illustrates the fine line between creative marketing and legal compliance. While the stunt generated buzz, the lack of permission from the Hollywood Chamber of Commerce highlights the risks of using protected imagery without proper authorization.
