Actress Sydney Sweeney may find herself in hot water following an audacious promotional stunt atop the iconic Hollywood sign, designed to advertise her new lingerie brand, Syrn. The 28-year-old star of *Euphoria* was filmed climbing the towering letters of the famed landmark, hanging a line of bras to showcase her latest collection. While her creative marketing approach has caught the public’s attention, it has also raised questions regarding legality and potential repercussions.
The Stunt Unfolds
On a recent night in Los Angeles, Sweeney scaled the 45-foot-tall letters of the Hollywood sign, dressed in black cargo trousers and a hoodie. Footage obtained by TMZ shows her hanging a vibrant array of bras from her forthcoming line over the iconic letters, before pausing to enjoy the view and share a laugh. This eye-catching display was undoubtedly aimed at generating buzz ahead of her brand’s launch, set for Wednesday.
However, while Sweeney secured a filming permit from Film LA, it appears she did not obtain prior consent from the Hollywood Chamber of Commerce to engage with the sign itself. This oversight has the potential to land her and her crew in legal trouble, particularly if the Chamber opts to pursue charges for criminal trespassing or vandalism.
Legal Implications
The Hollywood Chamber of Commerce has made it clear that no permission was granted for such activities, which are strictly regulated. Typically, individuals who climb or adorn the Hollywood sign face immediate arrest. Trespassing can lead to a misdemeanor charge, carrying a fine of up to £1,000 or even a six-month jail sentence.
The Hollywood sign, constructed in 1923 and officially donated to the city in 1944, is situated on public land within Griffith Park. Despite its public status, the area surrounding the sign is heavily monitored and protected. The Hollywood Sign Trust oversees its care, while the Los Angeles Police Department and park rangers enforce strict regulations to deter unauthorised access.
The Brand Launch
Despite the potential fallout from her promotional escapade, Sweeney’s new lingerie line, Syrn, is generating considerable excitement. Teaser videos featuring the actress hint at a stylish and innovative collection, backed by significant financial support. Notably, the brand is financed by Coatue, which boasts high-profile investors including Jeff Bezos and his partner Lauren Sánchez.
As the launch date approaches, all eyes will be on Sweeney—not just for her fashion endeavors but also for the implications of her recent actions.
Why it Matters
Sweeney’s daring move raises important discussions about the boundaries of creative marketing and the responsibilities that come with it. As celebrities increasingly push the envelope to promote their brands, incidents like this remind us that the law and public perception can have significant consequences. This situation could serve as a cautionary tale for others in the industry, highlighting the precarious balance between audacity and legality in the pursuit of fame and success.
