Sydney Sweeney’s Daring Hollywood Sign Stunt: Actress Drapes Bras Across Iconic Landmark to Launch Syrn Lingerie Brand
In what might be the boldest celebrity brand launch of 2026, Sydney Sweeney made headlines by climbing the legendary Hollywood Sign under cover of darkness and adorning it with bras. The “Euphoria” star executed this attention-grabbing promotional stunt to unveil her new lingerie brand, Syrn, but the midnight escapade has sparked both excitement and potential legal consequences.
The actress documented the entire adventure in a video that quickly went viral after she shared it on Instagram. Dressed in all black—cargo pants, hoodie, and hat—Sweeney and her crew could be seen scaling the massive 45-foot letters and draping garlands of bras across them like festive decorations. Her beloved dog, Sully, even made an appearance in the footage, adding a personal touch to the daring marketing campaign.
When Promotion Meets Controversy
While the stunt successfully generated massive buzz for Syrn’s January 28th launch, it also landed Sweeney in hot water with authorities. The Hollywood Chamber of Commerce, which holds the intellectual property rights to the iconic sign, was quick to clarify that no permission had been granted for the production.
Steve Nissen, President and CEO of the Hollywood Chamber of Commerce, issued a firm statement explaining that commercial use of the landmark requires explicit authorization. Although Sweeney’s production company, Persuasion Pictures, had secured filming permits from FilmLA, they failed to obtain clearance from the Chamber itself—a critical oversight that could result in charges of trespassing or vandalism.
The organization has launched an investigation to determine how the production team accessed the restricted site. However, the LAPD has confirmed there’s currently no criminal investigation, stating simply that no crime was committed.
View this post on Instagram
Syrn: More Than Just a Publicity Stunt
Behind the headline-grabbing theatrics lies a genuine business venture that’s been in development for over a year. Syrn represents Sweeney’s personal passion project, inspired by her own struggles with finding properly fitting lingerie during her teenage years.
The 28-year-old actress has been candid about her experiences, revealing she developed early and struggled to find comfortable, attractive bras that actually fit. This frustration became the driving force behind creating a brand that prioritizes both style and proper sizing.
View this post on Instagram
Also Read: Disha Patani Sets the Screen Ablaze: “Aashiqon Ki Colony” Teaser Drops on Republic Day
Billionaire Backing and Big Ambitions
What sets Syrn apart from typical celebrity ventures is its impressive financial backing. The brand has received investment through Coatue’s Innovation Fund, which pulled in contributions from the family offices of Amazon founder Jeff Bezos and tech billionaire Michael Dell. Sweeney’s connection to the Bezos family was solidified when she attended their lavish Venice wedding in June 2025.
This billion-dollar backing demonstrates serious confidence in Sweeney’s vision and business acumen. First-year revenue projections are already estimated at around $20 million, suggesting this isn’t just another celebrity side project but a legitimate business venture with substantial growth potential.
Four Worlds of Self-Expression
Syrn’s collection is thoughtfully organized into four distinct “worlds” that reflect different moods and aspects of femininity: Comfy, Playful, Romantic, and Seductress. The launch began with the Seductress line, which the brand describes as a celebration of the art of teasing.
Each world has been photographed by renowned female photographers in collaboration with Sweeney. Notable names include Ellen von Unwerth shooting Seductress, Frances O’Sullivan capturing Romantic, and Jess Wason behind the Comfy campaign.
Size Inclusivity as Priority
One of Syrn’s standout features is its commitment to body diversity. The brand offers an impressive 44 sizes, ranging from 30B to 42DDD, with most pieces priced under $100. This accessibility and range reflect Sweeney’s personal mission to ensure that every woman can find lingerie that fits properly and makes her feel confident.
In her own words, the actress explained her vision: creating a space where women can move between all the different versions of themselves. Whether working on cars, waterskiing, walking red carpets, or cuddling with dogs at home, modern women contain multitudes—and their lingerie should reflect that versatility.
The Marketing Genius of Controversy
While the unauthorized Hollywood Sign stunt may have ruffled official feathers, from a marketing perspective, it was brilliant. The controversy generated millions of impressions across social media and traditional news outlets worldwide. Whether intentional or not, the legal drama only amplified interest in the brand’s launch.
Sweeney’s approach demonstrates a sophisticated understanding of modern marketing. By creating visually striking content that blurs the line between art, activism, and commerce, she’s successfully captured the attention of her target audience while staying true to her brand’s message of empowerment and self-expression.
Early Success Signals Strong Future
The strategy appears to be working. Reports indicate that certain Syrn pieces, particularly from the Seductress collection, have already sold out shortly after launch. Fans and fashion enthusiasts have flooded social media with praise, with some declaring that Sweeney has “broken the internet” with her bold new venture.
From Screen Star to Business Mogul
This lingerie launch marks another step in Sweeney’s evolution from actress to multifaceted entrepreneur. Beyond her Emmy-nominated performances in “Euphoria” and “The White Lotus,” she’s also founded Fifty-Fifty Films, a production company that gives her creative control over her projects.
With an estimated net worth of $40 million and now a promising business venture backed by some of the world’s wealthiest investors, Sweeney is positioning herself as a serious player in both Hollywood and the business world.
Also Read: Mika Singh’s Heartwarming Gesture: Bollywood Singer Donates 10 Acres for Dog Sanctuary
The Bigger Picture
Syrn enters an increasingly crowded celebrity-driven intimates market, competing with established brands from Kim Kardashian, Rihanna, and Lizzo. However, Sweeney’s combination of authentic personal connection to the product, strategic billionaire backing, and fearless marketing approach may give her brand the edge it needs to stand out.
Whether the Hollywood Chamber of Commerce ultimately pursues legal action remains to be seen. But one thing is certain: Sydney Sweeney has ensured that her lingerie brand launch won’t be forgotten anytime soon. The daring Hollywood Sign stunt has accomplished exactly what it set out to do—get everyone talking about Syrn.
Catch us for latest Bollywood News, Movies Reviews, New Movie Release , and Follow us on Instagram, Twitter, Facebook
