79
Sydney Sweeney posted a video on Instagram Monday, capturing herself climbing the Hollywood sign at night and draping it with a garland of bras before looking back at her work and smiling into the camera.
The stunt, first reported by TMZ, appears to be a promotion for Sweeney’s new lingerie line, Syrn.A source quoted in US Weekly previously stated that Jeff Bezos and Lauren Sánchez had “invested” in the project, while Puck reported backing from Ben Schwerin, a partner at private equity firm Coatue.Puck also noted that Bezos and Michael Dell have each invested $1 into the Coatue Innovation Fund.
Sign dispute: Actress’s Bra-Draped Promo Sparks Controversy
The unauthorized display on the iconic landmark has drawn criticism from the Hollywood Chamber of Commerce.
- Sydney Sweeney climbed the Hollywood sign and adorned it with bras.
- The stunt promoted her new lingerie line, Syrn.
- the Hollywood Chamber of Commerce, which owns the sign’s intellectual property, confirmed the display was unauthorized.
- Sweeney previously faced controversy over an American Eagle ad featuring imagery linked to former President Trump.
Following the release of the promotional video, the Hollywood Chamber of Commerce told the Los Angeles Times that Sweeney did not have permission to use the cultural landmark for commercial purposes. “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,” stated Steve Nissen, the chamber’s chief, in a statement to The Times. “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.”
Nissen added that the association “did not grant a license or permission of any kind to the production … nor did anyone seek a license or permission from
after months of remaining silent on the matter, Sweeney addressed the denim ad controversy in an interview with People, stating she “was honestly surprised by the reaction.” She added, “I don’t support the views some people chose to connect to the campaign. … Anyone who knows me knows that I’m always trying to bring people together. I’m against hate and divisiveness.”
A representative for Sweeney did not immediately respond to a request for comment regarding the recent promotional video.
