Sydney Sweeney is facing backlash after a daring promotional stunt tied to the launch of her lingerie brand, Syrn, sparked questions about whether it was authentic—or carefully staged. The controversy erupted after reports claimed the actress was filmed climbing part of the Hollywood Sign late at night and hanging bras across the iconic landmark as part of a bold marketing push.
According to footage shared by TMZ, the 26-year-old actress appeared dressed in black and accompanied by a small production crew while carrying out the stunt. The video spread rapidly online, immediately triggering concern over whether the act had been approved, given that the Hollywood Sign is both a protected physical landmark and tightly controlled intellectual property.
The Hollywood Chamber of Commerce, which owns the rights to the Hollywood Sign’s image, quickly distanced itself from the incident. The organization’s president and CEO, Steve Nissen, said no license or permission was granted for the production and emphasized that the Chamber had no prior knowledge of the activity. He reiterated that any commercial use of the Hollywood Sign requires explicit authorization and that unauthorized use violates long-standing rules.
At the same time, TMZ reported that Sweeney had reportedly secured a permit from FilmLA, the agency responsible for issuing filming permits in Los Angeles. How that permit aligns with the Chamber’s authority over the sign remains unclear, and the Chamber did not acknowledge any FilmLA approval in its statement. It is also unknown whether officials plan to pursue legal action, including potential trespassing or vandalism charges.
As the debate intensified, online skeptics began questioning whether the stunt was ever truly unauthorized. One social media user claimed the entire situation was misrepresented, arguing that Sweeney must have had permission because no alarms were triggered and no law enforcement response occurred. The user pointed to past incidents involving the Hollywood Sign, noting that unauthorized access typically results in immediate security alerts, helicopters, and arrests.
The same individual alleged they had previously altered the Hollywood Sign themselves, leading to arrests and national media coverage, and shared screenshots and videos to bolster their claims. They argued that the calm, uninterrupted nature of Sweeney’s footage suggested official approval had already been granted. These claims, however, have not been confirmed by authorities.
So far, Sweeney has not addressed the controversy publicly, and her representatives have not responded to requests for comment. With conflicting accounts and unanswered questions, the incident continues to fuel speculation over whether Hollywood’s latest viral moment was a rebellious stunt—or a perfectly calculated illusion.
