Sydney Sweeney Faces Backlash After Draping Bras On Hollywood Sign In Viral Publicity Stunt

Sydney Sweeney’s lingerie line is already facing controversy. On Tuesday, Jan. 27, the “Euphoria” star launched Syrn, hours after the Hollywood Chamber of Commerce criticized the brand’s publicity stunt which involved the Hollywood sign. On Jan. 26, Sweeney had posted an Instagram video of herself draping bras on the iconic landmark to generate buzz ahead of the rollout. However, it was reported by TMZ, who first obtained and published the video hours earlier, that the Hollywood Chamber of Commerce, which owns the intellectual property rights to the image of the Hollywood® Sign, did not grant her permission. In a statement to Access Hollywood, Hollywood Chamber CEO Steve Nissen confirmed that the chamber had not have “prior knowledge of it” as he elaborated: “The Hollywood Chamber of Commerce owns the intellectual property rights to the image of the Hollywood® Sign, so that 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. The Hollywood Chamber of Commerce 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. We are still investigating how and under what authority (if any) the production accessed the site.” However, in a statement to Access Hollywood, the LAPD said, “There is no investigation. No crime was committed.” Access Hollywood has reached out to representatives for Sweeney but did not immediately hear back.