Photo: Axelle Bauer-Griffin / FilmMagic / Getty Images/FilmMagic
As we learned last year, Sydney Sweeney is not afraid to cause a little ruckus to promote a clothing brand. This time around, she’s not getting called out for her politics, but she might actually be in legal trouble. On Monday, TMZ published footage of the actress scaling up the Hollywood sign to cover it in a string of bras, which was later revealed to be a promotion for her new Jeff Bezos–backed lingerie line. Sweeney definitely got the attention she wanted, but it may have worked too well. The Hollywood Chamber of Commerce is now investigating the actress’s stunt and could choose to get the police involved.
According to TMZ, Sweeney and her production team had a permit that allowed them to film the Los Angeles landmark but did not have permission to touch or climb it. The Hollywood Chamber of Commerce owns the intellectual property rights to the Hollywood sign, which it takes very seriously. Sweeney using the sign for her own commercial reasons is a big no-no, and the chamber could file a police report for trespassing and vandalism. Will it? That’s up in the air.
“There was no permission granted to do this as is required,” a rep for the Hollywood Chamber of Commerce told TMZ. Later, the organization told the outlet that it was “still investigating how and under what authority (if any) the Sweeney production accessed the site of the Sign.” So TBD on whether the Euphoria star will get in any real trouble over this. If you were to put on your tinfoil hat, you might wonder if the Hollywood Chamber of Commerce is part of the whole stunt.
We can’t spend too much time thinking about that, though, because on Tuesday, Sweeney pressed on with the lingerie-brand launch. It’s called Syrn, which I think is pronounced like “siren” and not like the home of the Large Hadron Collider. In a promotional video posted to Instagram, Sweeney shared even more footage from her mission.
We also got a tease of what the actual underwear is going to look like, with the four styles being “Seductress, Romantic, Playful and Comfy,” per Sweeney’s caption.
If you’re wondering which one of those archetypes was responsible for flinging bras onto the Hollywood sign, we have a clue. In the video shared on Tuesday, you can briefly see that Sweeney is wearing a pair of Syrn boxers. Those belong to the Playful category, which I guess makes sense. I’m looking forward to seeing what kind of pranks Seductress, Romantic, and Comfy get up to.
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