Introduction
Sydney Sweeney, known for her roles in Euphoria and The Housemaid, recently climbed Mount Lee in the middle of the night to hang a string of bras on the Hollywood sign. The stunt, part of a promotion for her new lingerie line SYRN, was carried out without permission from the landmark’s owners, the Hollywood Chamber of Commerce.
At a Glance
- Stunt: Sweeney hung bras on the Hollywood sign without authorization.
- Response: The Hollywood Chamber of Commerce issued a statement denying any license or permission.
- Background: Sweeney has a history of controversial ad campaigns, including a viral American Eagle commercial.
- Why it matters: The incident highlights the legal and cultural significance of the Hollywood sign and raises questions about celebrity marketing tactics.
The Night-Time Stunt
On Monday, Sweeney posted a video showing her and a group of friends climbing up Mount Lee under cover of darkness. In the clip, the actress is seen giggling as she drapes a string of bras over the iconic sign. The video was uploaded to her social media accounts and quickly drew attention from both fans and critics.
The stunt was not sanctioned by the Hollywood Chamber of Commerce, the entity that owns the intellectual property rights to the sign’s image. According to a statement released on Monday, chamber CEO Steve Nissen said, “Sweeney’s stunt ‘was not authorized by the Hollywood Chamber of Commerce nor did we have prior knowledge of it.'”
Nissen further explained that “the Hollywood Chamber of Commerce owns the intellectual property rights to the image of the Hollywood sign and anyone who seeks to use it must obtain a license or permission from the Hollywood Chamber to do so.” He concluded, “The Hollywood Chamber of Commerce did not grant a license or permission of any kind to the production involving Sydney Sweeney.”
Licensing Rules for the Hollywood Sign
The chamber’s website contains a dedicated tab that outlines the licensing rules for the Hollywood sign. While the article does not list each rule in detail, it notes that the sign is a protected symbol and that any commercial use requires explicit permission from the Chamber. This policy ensures that the sign remains a public cultural icon rather than a commercial asset.
Sweeney’s History of Bold Advertising
Sweeney is no stranger to provocative marketing. Last year, she sparked controversy with a commercial for American Eagle that claimed she had “great jeans.” The ad became a political flashpoint, with some accusing it of promoting white supremacy or eugenics. In another campaign, Sweeney appeared in an advertisement for Dr. Squatch soap, where she was shown taking a bath and then using that bathwater to produce her own soap, titled “Sydney’s Bathwater Bliss.”
These past campaigns illustrate Sweeney’s willingness to push boundaries, a trait that now appears to have extended to her latest lingerie line. The SYRN launch, supported by the Hollywood sign stunt, is part of a broader strategy to generate buzz through visually striking and sometimes controversial imagery.
Legal and Public Response
The Chamber’s statement was swift, emphasizing the lack of any license or prior knowledge of the stunt. No further legal action has been announced, but the incident has sparked debate over the use of public landmarks in private advertising.
A representative for Sweeney did not immediately respond to a request for comment. As of the time of writing, the Chamber has not indicated whether it will pursue any legal remedies against the actress or her team.
Key Takeaways
- The Hollywood sign remains a protected symbol, and unauthorized use can lead to public backlash and potential legal consequences.
- Sweeney’s stunt underscores a broader trend of celebrities leveraging iconic locations for marketing, often without proper clearance.
- The incident adds to a pattern of Sweeney’s controversial advertising choices, raising questions about the balance between creative expression and respect for cultural landmarks.
Bottom Line
Sydney Sweeney’s unauthorized use of the Hollywood sign for her SYRN lingerie line has highlighted the strict licensing rules that govern the landmark and the potential repercussions of ignoring them. The episode serves as a reminder that even high-profile personalities must navigate legal frameworks when incorporating protected symbols into their promotional efforts.
