Sydney Sweeney is scaling new heights—literally—and local authorities are not amused. The Euphoria star has sparked a firestorm of controversy and potential legal action after an unauthorized publicity stunt saw her climbing the iconic 'H' of the Hollywood Sign to promote her new lingerie brand, SYRN. While the daring move has successfully captured the internet's attention ahead of the brand's January 28 launch, it has also drawn the ire of the Hollywood Chamber of Commerce and could lead to criminal charges.
The Viral 'H-Rated' Stunt: What Happened?
Late Monday night, a video surfaced on social media showing Sweeney and a small production crew scaling the fence of the restricted Hollywood Sign area. The footage, which has since gone viral with millions of views, captures the actress dressed in dark clothing, maneuvering up the ladders of the 45-foot tall white letters.
The objective of this high-altitude mission wasn't just a view of Los Angeles; it was a guerrilla marketing campaign. Sweeney and her team were filmed stringing dozens of lace bras and lingerie pieces across the letter 'H', effectively turning the historic landmark into a massive display for her upcoming Sydney Sweeney lingerie brand. The 90-second clip concludes with a title card revealing the logo for SYRN by Sydney Sweeney and the text "Coming 1/28."
Social media users immediately dubbed the event an "H-Rated" stunt, praising the actress's commitment to her new business venture. However, the celebration on Instagram and TikTok stands in stark contrast to the reaction from officials on the ground.
SYRN Lingerie Launch: The Brand Behind the Controversy
The stunt was designed to generate buzz for SYRN (pronounced "Siren"), a project Sweeney has reportedly been developing for over a year. Set to officially launch on Wednesday, January 28, the brand promises to be a major player in the intimate apparel market. According to exclusive details released shortly after the stunt, SYRN is backed by significant investment—including reports of funding from Coatue and involvement from high-profile figures like Jeff Bezos.
Sweeney stated that the brand was born from her own frustrations with ill-fitting undergarments during her adolescence. "I was in the 6th grade with DDs. I hated the bra I had to wear," she revealed in a press statement. SYRN by Sydney Sweeney aims to address this by offering an inclusive size range spanning 44 sizes, from 30B to 42DDD. The debut collection is divided into four distinct "personas": Comfy, Playful, Romantic, and Seductress, with most items priced under $100.
Legal Trouble: Trespassing and Permit Violations
While the SYRN lingerie launch is set to proceed, the legal fallout from the Hollywood sign publicity stunt is just beginning. Sydney Sweeney's legal trouble stems from a crucial misunderstanding—or disregard—of the permits required to access the landmark.
According to reports, Sweeney's production company, Persuasion Pictures, did obtain a permit from FilmLA. However, this permit reportedly only authorized filming of the sign from a distance or designated areas. It explicitly does not grant permission to touch, climb, or alter the physical structure of the sign, which is strictly prohibited due to safety concerns and preservation efforts.
The Hollywood Chamber of Commerce, which owns the trademark rights to the sign, issued a blistering statement on Tuesday. Steve Nissen, the Chamber's President and CEO, confirmed that the production was unauthorized. "The production involving Sydney Sweeney and the Hollywood Sign was not authorized by the Hollywood Chamber of Commerce, nor did we have prior knowledge of it," Nissen stated. He emphasized that accessing the sign for commercial purposes requires specific licensing that Sweeney's team did not secure.
Potential Consequences
Climbing the Hollywood Sign is considered trespassing, a misdemeanor under California law. The site is surrounded by security fences, motion sensors, and cameras precisely to deter such activities. While the LAPD initially stated that no police report had been filed as of Tuesday morning, the Hollywood Chamber of Commerce has indicated they are "investigating" the incident.
If charges are pressed, Sweeney and her crew could face fines of up to $1,000 or up to six months in jail, though legal experts suggest a fine and community service would be the most likely outcome for a first-time offense of this nature. Perhaps more costly will be the potential civil claims for trademark infringement or unauthorized commercial use of the landmark.
A History of provocative Marketing
This isn't the first time a Sydney Sweeney viral video or ad campaign has stirred the pot. The actress previously faced backlash for an American Eagle campaign that featured the slogan "Sydney Sweeney Has Great Jeans," which some critics claimed had controversial undertones. Sweeney seems unafraid to push boundaries when it comes to her business endeavors, using controversy as a vehicle for visibility.
As the clock ticks down to the official drop of the "Seductress" line tomorrow morning, the question remains: Was the risk worth the reward? With Sydney Sweeney Hollywood sign trending globally and millions of eyes now on SYRN, the answer from a marketing perspective seems to be a resounding yes. Whether the legal system agrees is a story that is still developing.
