Sydney Sweeney sparks debate with launch of new lingerie brand

Sydney Sweeney, the 28-year-old American actress known for roles in Euphoria and The Housemaid, has once again found herself at the centre of public and legal scrutiny following a bold promotional stunt for her new lingerie brand, SYRN.

Sweeney recently shared video footage on social media showing herself and a group of people climbing beneath the iconic Hollywood Sign in Los Angeles and draping strings of bras across the towering letters as part of the publicity stunt. The footage quickly went viral, attracting widespread attention both for its creativity and the legal questions it raised.

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The bra display formed part of the marketing push for SYRN, Sweeney’s direct-to-consumer lingerie line, which officially launched on 28 January. The collection, described as promoting inclusivity and self-expression, includes lace thongs, push-up bras, corsets and bodysuits, priced between approximately $19 and $269 and available in a wide range of sizes. The brand reportedly emphasises four styling personas: Seductress, Comfy, Playful and Romantic.

Sweeney shared styling images and a message on Instagram, describing the collection as “lingerie you wear for YOU, no explanation, no apology,” signalling a celebration of personal confidence ahead of the brand’s wider rollout.

While the stunt succeeded in generating headlines, it also sparked controversy. The Hollywood Chamber of Commerce, which owns the intellectual property rights to the Hollywood Sign, confirmed to the Los Angeles Times that neither Sweeney nor her team had obtained the required permission to climb, touch or use the landmark for commercial purposes.

Steve Nissen, Chief of the Hollywood Chamber of Commerce, emphasised: "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 incident has reignited broader debates over the commercial use of public landmarks and adherence to permitting regulations, highlighting how celebrity-driven marketing intersects with local governance and the protection of cultural heritage.

This is not the first time Sweeney’s advertising work has drawn strong reactions. In 2025, she appeared in an American Eagle Outfitters campaign that played on a “great jeans / great genes” pun—a wordplay that prompted some social media users and commentators to accuse the campaign of carrying insensitive racial undertones, even as the brand reported strong visibility and sales.

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Earlier, a line of soaps marketed as containing Sweeney’s bathwater, called Sydney’s Bathwater Blis and sold for $8 a bar, also sparked discussion around unconventional celebrity marketing.

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As Sweeney’s lingerie label begins its commercial journey, the episode underscores a recurring pattern: her brand ventures consistently attract attention, often accompanied by controversy. Her commercial projects continue to sit at the intersection of celebrity influence, advertising spectacle and public scrutiny, ensuring that each new launch is closely watched by both audiences and the industry.