Sydney Sweeney’s bold marketing move for her new lingerie brand has landed her in hot water with Hollywood officials.
The actress posted a video on Instagram Monday showing herself scaling the iconic Hollywood sign at night and decorating it with a garland of bras.
But what seemed like a cheeky promotional stunt has turned into a potential legal issue.
The Hollywood Chamber of Commerce, which owns the intellectual property rights to the landmark, says Sweeney never got permission.
Unauthorized Access to Cultural Landmark
Steve Nissen, chief of the Hollywood Chamber of Commerce, made it clear that Sweeney’s production team skipped a crucial step.
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.
According to the Los Angeles Times, while Sweeney’s team secured a general filming permit from FilmLA, that wasn’t enough. The Hollywood sign requires additional clearance and payment of a licensing fee.
Nissen emphasized that the chamber “did not grant a license or permission of any kind to the production” and nobody even bothered to ask for one.
The licensing fees aren’t just bureaucratic red tape. Proceeds help maintain the Hollywood sign and preserve the city’s history.
High-Profile Backing for Syrn Lingerie
The stunt was promoting Sweeney’s new lingerie line, Syrn, which has attracted some serious financial muscle.
Reports suggest Jeff Bezos and Lauren Sánchez have invested in the project. Puck also reported that Ben Schwerin, a partner at private equity firm Coatue, is backing the label.
Bezos and Michael Dell have poured $1 billion into the Coatue Innovation Fund, demonstrating the scale of resources potentially supporting Sweeney’s entrepreneurial venture.
With this level of backing, the unauthorized Hollywood sign stunt feels like an unnecessary risk for what should have been a straightforward licensing process.
Investigation Underway
While no police report has been filed yet, the chamber isn’t letting this slide.
Officials told TMZ they’re “still investigating how and under what authority (if any) the Sweeney production accessed the site of the Sign.”
The investigation will likely determine whether Sweeney’s team faces fines or other consequences for the unauthorized commercial use.
Why Licensing Matters
The Hollywood sign isn’t just a backdrop—it’s a protected trademark and cultural icon. The licensing requirements exist for several reasons:
- Revenue generation: Fees support ongoing maintenance of the 100-year-old structure
- Quality control: The chamber maintains oversight of how the sign appears in commercial contexts
- Legal protection: Proper licensing prevents unauthorized commercial exploitation
- Historical preservation: Funds contribute to protecting Hollywood’s cultural heritage
Another Brand Controversy for Sweeney
This isn’t Sweeney’s first brush with brand-related backlash.
Last summer, she starred in American Eagle’s controversial “Sydney Sweeney Has Great Jeans” campaign. Critics interpreted the tagline as a dog whistle connected to white supremacy, eugenics, and fascism.
Some on the right—including President Trump—applauded the ad, which only intensified the controversy.
After months of silence, Sweeney finally addressed the denim drama in an interview with People.
I was honestly surprised by the reaction. 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.
What Happens Next?
As the chamber’s investigation continues, Sweeney and her team could face multiple outcomes.
Best case scenario: They pay retroactive licensing fees and the matter ends quietly. Worst case: Legal action that could include fines and injunctions preventing use of the footage.
The video has already gone viral on Instagram, giving Syrn massive exposure. Whether that publicity is worth the potential legal headache remains to be seen.
For emerging brands, this serves as a cautionary tale: Sometimes the most attention-grabbing marketing stunts come with consequences that no amount of backing—even from billionaires—can prevent.
Sweeney’s entrepreneurial ambitions are clear, but navigating brand launches successfully requires more than creativity and capital. Respecting intellectual property rights and following proper procedures matters, especially when dealing with cultural landmarks as protected as the Hollywood sign.