Jaw-Dropping: Sydney Sweeney’s Lingerie Stunt at the Hollywood Sign

Sydney Sweeney just lit up the internet again—this time by scaling the iconic Hollywood sign for a lingerie promo that nobody saw coming. The bold stunt, which instantly went viral after the actress posted a video on Instagram Jan. 26, has stirred up a mix of admiration, outrage, and legal questions. It’s a moment that left the whole city buzzing, unsure whether to applaud her nerve or question her judgment.

The Stunt That Set Hollywood Buzzing

Sweeney has never been shy about pushing boundaries, but climbing the Hollywood sign to hang bras as part of a lingerie campaign took things to a whole new level. According to multiple reports, the actress was seen scaling the landmark in the dead of night, dressed in black and flanked by a small crew. The move was meant to promote her new lingerie line, SYRN, which she officially announced shortly after the stunt.

According to NBC News, “The 28-year-old star of ‘Euphoria’ and ‘The Housemaid‘ posted video on Monday of her and others climbing up Mount Lee in the dead of night before hanging a strings of bras on the famous sign, part of a promotional campaign to hype her new lingerie line SYRN.”

Whether you call it bold marketing or reckless showboating, the stunt did exactly what it was designed to do—get everyone talking.

The Backlash: Legal Trouble and Public Outrage

The Hollywood sign isn’t just a tourist attraction—it’s a protected landmark with strict rules about access and usage. And Sweeney’s team apparently didn’t bother with any of that.

The Hollywood Chamber of Commerce, which controls licensing rights to the sign, made its stance painfully clear. In a statement shared with USA TODAY, the organization said the production “was not authorized … nor did we have prior knowledge of it.”

That’s the kind of language that usually precedes legal action.

The Chamber and the Hollywood Sign Trust are reportedly investigating how Sweeney and her crew managed to get onto the property at all. And while the sign is technically owned by the City of Los Angeles, the Chamber controls how its image is used—meaning Sweeney may have stepped on more than just metal beams during her climb.

Social media, of course, had a field day. Some fans praised her for the gutsy marketing move. Others slammed her for disrespecting a historic landmark. And a whole lot of people just wanted to know how she didn’t fall off the hillside.

The Lingerie Line Behind the Chaos

The stunt wasn’t random—it was a calculated move to promote Sweeney’s new lingerie brand, SYRN. The actress teased the line on Instagram, writing: “The secret is finally out… say hello to @syrn. This is lingerie you wear for YOU, no explanation, no apology.”

The brand is reportedly backed by a venture capital group that includes Jeff Bezos as an investor, which only adds another layer of intrigue to the whole situation. When billionaires are involved, the stakes—and the marketing budgets—tend to get a little wild.

Sweeney has been steadily building her fashion and business portfolio, and Syrn seems to be her boldest venture yet. But launching a lingerie line by draping bras over the Hollywood sign? That’s a marketing strategy nobody saw coming.

Why This Stunt Hit a Nerve

The Hollywood sign is more than nine white letters—it’s a symbol of dreams, fame, and the messy machine of celebrity culture. So when Sweeney used it as a backdrop for a lingerie stunt, it struck a nerve.

Some critics argue that the move trivialized a protected landmark. Others say it’s just another example of celebrity privilege—doing whatever you want because you can. But there’s also a crowd that sees it as a clever, rebellious jab at the sanitized world of Hollywood branding.

And honestly? All of those reactions can be true at once.

What Happens Next

As of now, the investigation is ongoing, and Sweeney hasn’t publicly apologized—or backed down. If anything, she seems to be leaning into the chaos, posting footage from the stunt and continuing to promote SYRN.

Whether she ends up facing fines, legal action, or just a slap on the wrist remains to be seen. But one thing is certain: Sweeney knows how to keep her name in the headlines, and the Hollywood sign may never look quite the same again.