Euphoria star Sydney Sweeney’s viral marketing campaign for her lingerie brand SYRN has turned into a potential legal nightmare. In an Instagram video that quickly gained attention, Sweeney and a group of people in black clothing scaled the iconic Hollywood Sign and decorated it with strings of bras. The problem: she never obtained permission from the Hollywood Chamber of Commerce, which owns the landmark’s intellectual property.
Investigation Underway at Iconic Landmark
The Hollywood Chamber of Commerce stated they are “still investigating how and under what authority the Sweeney production accessed the site of the sign,” according to a statement given to TMZ. While Sweeney hasn’t been formally charged, she could face criminal charges for trespassing or vandalism if the Chamber files a police report. The situation became more complicated when a production company called Persuasion Pictures—listed on the filming permit—claimed they had no involvement in the shoot.
Social Media Response and Lingerie Campaign
Sweeney defended the campaign on Instagram, writing “This is lingerie you wear for YOU, no explanation, no apology,” emphasizing the brand’s philosophy. The SYRN lingerie line aims to appeal to consumers seeking personal confidence rather than external validation. However, the unauthorized stunt has overshadowed the brand launch with unwanted legal controversy.
The incident raises important questions about celebrity marketing tactics and intellectual property rights, particularly when involving protected landmarks. As the Hollywood Chamber continues its investigation, Sweeney may need to address potential legal consequences for her ambitious but unauthorized promotional strategy.