“Sydney Sweeney has come under fire for a stunt done to promote her new brand (Picture: Monica Schipper/ Getty Images) Sydney Sweeney could be facing charges of trespassing and vandalism after sneaking onto the Hollywood sign and hanging bags full of her bras on it. Today it was announced the 28-year-old American actress – best”, — write: metro.co.uk
Sydney Sweeney has come under fire for a stunt done to promote her new brand (Picture: Monica Schipper/ Getty Images) Sydney Sweeney could be facing charges of trespassing and vandalism after sneaking onto the Hollywood sign and hanging bags full of her bras on it.
Today it was announced the 28-year-old American actress – best known for appearing in shows and films including Euphoria, The White Lotus and The Housemaid – had launched a lingerie line, titled SYRN.
To mark the launch, the actress shared a video overnight showing a stunt to try and promote the brand.
Along with several others, Sydney snuck up to the Hollywood Hills landmark with bags full of SYRN lingerie, after having scaled a fence and climbed up the hill.
In a video shared on Instagram, the group then hung lines of bras over the famous letters and posed in front of the sign afterwards.
Although they were then shown removing the lingerie – it’s been claimed some were left behind on the hillside.
The American actress scaled the Hollywood sign and hung some of her SYRN bras on it (Picture: SYRN/ Instagram)
Despite claiming they had a filming permit, the actress and her team are now in hot water.
The Hollywood Chamber of Commerce – who own the IP rights to the Hollywood sign’s image – have now revealed a ‘license or permission’ is needed to access the landmark, which is managed by the Hollywood Sign Trust.
The chamber’s president and chief executive Steve Nissen told ABC News in a statement: ‘The production involving Sydney Sweeney and the Hollywood Sign was not authorised by the Hollywood Chamber of Commerce nor did we have prior knowledge of it.
‘The Hollywood Chamber of Commerce owns the intellectual property rights to the image of the Hollywood Sign, so that 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.
‘The Hollywood Chamber of Commerce did not grant a license or permission of any kind to the production involving Sydney Sweeney as reported by TMZ, nor did anyone seek a license or permission from the Chamber for that production.’
She could now be facing charges of trespassing and vandalism (Picture: SYRN/ Instagram) According to TMZ, the team had permission from FilmLA to shoot on location, but it’s been claimed they didn’t have approval to climb, touch or physically alter the sign.
Although the sign is located on public land, it’s also in a restricted area, and there are laws against climbing the structure.
Trespassing on the site itself can lead to a misdemeanour charge, which can result in a fine of up to $1,000 (£726), or up to six months in prison.
However, while the Chamber are yet to file a report for trespassing and/or vandalism, they are still investigating the stunt.
Nissen added: ‘We are still investigating how and under what authority (if any) the production accessed the site.’
TMZ have also reported that the Chamber also sent a letter to the production company, which reads: ‘It has come to our attention that you and crew filmed the Hollywood Sign last night for a production connected with Persuasion Pictures.
She’s yet to comment on the controversy (Picture: Dia Dipasupil/ Getty Images) ‘Please be advised that the Hollywood Chamber of Commerce owns the intellectual property rights to use of the image of the Hollywood Sign and neither you nor the production company have sought or received permission to use the images captured for any commercial use.’
When announcing the launch of her new brand, Sydney said in the press release: ‘I was in the 6th grade with DDs. I hated the bra I had to wear.
‘When I bought my first cute bra that actually fit, I wore it to pieces. Designing for different bodies is a huge part of SYRN.
‘I wanted to create a place where women can move between all the different versions of who we are. I love working on cars, I go water skiing, I’ll dress up for the red carpet then go home to snuggle my dogs. I’m not one thing, no woman is.’
This incident is not the first time Sydney has faced backlash for her involvement in an ad.
Last year her appearance in an American Eagle campaign also faced intense criticism (Picture: American Eagle) In November last year she was revealed as the face of an American Eagle jeans campaign that featured the tagline ‘Sydney Sweeney Has Great Jeans’, a pun on ‘great genes.’
However, the campaign quickly came under fire, with critics saying it was glorifying her white heritage.
While she dodged questions for the weeks following, she eventually told GQ she didn’t feel the need to explain her participation in the ad because she’d ‘always believed that I’m not here to tell people what to think’.
‘I know who I am. I know what I value. I know that I’m a kind person. I know that I love a lot, and I know that I’m just excited to see what happens next. And so, I don’t really let other people define who I am,’ she added.
Metro has contacted representatives for Sydney Sweeney for comment.
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