Hollywood star Sydney Sweeney has found herself at the center of a major controversy this week after a viral marketing stunt for her new lingerie line, Syrn, allegedly violated strict local laws. The actress and her production team are facing potential legal repercussions after images surfaced of Sweeney climbing the iconic Hollywood sign late at night to hang a clothesline of bras across the letter 'H'. While the stunt was intended to generate buzz for her business venture backed by Jeff Bezos, it has drawn a sharp rebuke from the Hollywood Chamber of Commerce, raising questions about whether the Euphoria star could face trespassing charges.

The Viral Stunt That Sparked the Controversy

On Monday, January 26, 2026, social media platforms lit up with footage of Sweeney scaling the restricted landmark under the cover of darkness. The video, which was posted to her official accounts, shows the actress dressed in black tactical gear, climbing the maintenance ladders of the 45-foot tall white letters. Once atop the sign, she and a small crew can be seen stringing together a collection of lace bras—promotional products for her new brand, Syrn—and draping them across the structure.

The stunt was immediately effective in grabbing attention, with millions of views within hours. However, the celebration was short-lived as city officials quickly pointed out the illegality of the act. The Hollywood sign is located on steep, rugged terrain in Griffith Park and is surrounded by security fences and motion sensors. Access is strictly prohibited to the public due to safety concerns and the fragility of the historic structure.

Hollywood Chamber of Commerce Denies Authorization

The core of the legal trouble lies in a permitting dispute. While Sweeney's production company, Persuasion Pictures, reportedly secured a permit from FilmLA to shoot near the landmark, officials clarify that this did not grant them the right to touch or scale the sign itself. The Hollywood Chamber of Commerce, which owns the intellectual property rights to the sign's image and licensing, issued a blistering statement clarifying their position.

"The production involving Sydney Sweeney and the Hollywood Sign was not authorized by the Hollywood Chamber of Commerce, nor did we have prior knowledge of it," stated Steve Nissen, President and CEO of the Chamber. "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. There was no permission granted to do this, as is required."

Potential Legal Consequences

Legal experts suggest that the unauthorized climb could expose Sweeney and her team to misdemeanor charges. Under California Penal Code 602, trespassing on the restricted area surrounding the sign is a criminal offense punishable by fines of up to $1,000 or up to six months in county jail. Furthermore, if any damage was done to the sign during the rigging of the lingerie display, vandalism charges could theoretically be added to the list of potential offenses.

Police Response and Conflicting Reports

Despite the strong words from the Chamber of Commerce, the immediate threat of arrest appears low. In a statement to the press on Tuesday, a spokesperson for the LAPD indicated that they are not currently conducting an active criminal investigation. "No crime was committed" in their immediate view, suggesting that without a formal complaint of property damage or a specific request for prosecution from the land owners, police involvement may remain limited.

However, the situation remains fluid. The Hollywood Chamber of Commerce has indicated they are still investigating how the team bypassed security measures to access the venue. If they decide to press the issue to protect their trademark and deter copycat stunts, the pressure on law enforcement to act could increase. For now, the incident sits in a legal gray area—clearly unauthorized, but perhaps not severe enough to warrant a high-profile criminal trial.

Syrn: The Brand Behind the Buzz

The controversy has undeniably succeeded in one goal: putting Sweeney's new business, Syrn (pronounced "sye-rin"), on the map. The brand, which officially launched on January 28, has high-profile backing, including investment from venture capital firm Coatue, which counts Amazon founder Jeff Bezos and his wife Lauren Sánchez among its investors. This connection explains Sweeney's attendance at the couple's lavish wedding events last year.

This isn't the first time Sweeney has navigated marketing backlash. She previously faced criticism for an American Eagle campaign that some viewers interpreted as having controversial undertones. Yet, the actress continues to prove herself a savvy, if risky, marketer. By turning a potential arrest record into a global headline, she has ensured that her entry into the competitive lingerie market—dominated by giants like SKIMS and Savage X Fenty—will not go unnoticed.