Sydney Sweeney Launches Lingerie Brand After Controversial Publicity Stunt: 'No Explanation, No Apology'
- - Sydney Sweeney Launches Lingerie Brand After Controversial Publicity Stunt: 'No Explanation, No Apology'
Michelle LeeJanuary 27, 2026 at 11:11 PM
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Sydney Sweeney launches lingerie brand after controversy for promoting it at the Hollywood Sign
Frances O’Sullivan
Sydney Sweeney announced the launch of her lingerie brand, SYRN, after drawing backlash for her unauthorized commercial filming at the Hollywood Sign
On Jan. 26, TMZ released a video of the actress decorating the landmark in bras to promote her new company, which opens to the public on Jan. 28
In a statement from the Hollywood Chamber of Commerce, who owns rights to the Hollywood Sign, Sweeney and her team were "not authorized" for the production
Sydney Sweeney is already getting tangled in her new fashion line.
The Euphoria actress, 28, drew backlash after a video obtained and published by TMZ on Jan. 26 showed her decorating the Hollywood Sign in bras for her NSFW lingerie brand. A statement given to PEOPLE by the Hollywood Chamber of Commerce (who owns the intellectual property rights to the image of the landmark) revealed that she was "not authorized" to do so.
However, that didn't stop the Emmy-nominated star from moving forward with her business plans.
Sydney Sweeney posing in lingerie for her brand SYRN
Ellen von Unwerth
On Jan. 27, Sweeney officially announced SYRN.
The brand's website is yet to be up and running (save for a racy promotional video of Sweeney in black lingerie). But Sweeney teased a glimpse at the sexy designs in a series of photos shared to Instagram that show her in cheeky and cleavage-baring looks, from a lacy white bodysuit to an ultra-cropped T-shirt reading, "Marry Me Fly Free."
"The secret is finally out… say hello to @syrn 🤍 this is lingerie you wear for YOU, no explanation, no apology," she captioned the post, adding SYRN's Jan. 28 launch date. "There’s soo much more I can’t wait to show you."
View this post on Instagram
Also posted to Sweeney's Instagram was the commercial she shot at the Hollywood Sign. The final version shows Sweeney and a crew of people dressed in black, carrying duffel bags filled with bras and climbing to reach the Hollywood Sign.
"I'm gonna get caught with this right?" she appears to say before being filmed mounting one of the sign's letters. The video then ends with Sweeney posing in front of the historic monument that she dressed up in undergarments.
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Sydney Sweeney bares her cleavage in new SYRN ad photos
Courtesy of SYRN
In a statement shared with PEOPLE, Steve Nissen, president and CEO of the Hollywood Chamber of Commerce, said the organization "did not grant a license or permission of any kind to the production involving Sydney Sweeney as reported by TMZ, nor did anyone seek a license or permission from the Chamber for that production.”
"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," added Nissen.
According to TMZ, Sweeney did get a permit from FilmLA. The outlet also did not receive an answer on whether the Hollywood Chamber of Commerce plans to file a police report for trespassing and vandalism.A rep for Sweeney did not immediately return PEOPLE's request for comment.
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Source: “AOL Entertainment”
