The Handmaid’s Tale star Sydney Sweeney has joined the ranks of celebrities making their first foray into the fashion industry by unveiling her own lingerie brand, SYRN.

The actress announced the launch on her Instagram page, sharing a promotional video. In the clip, Sweeney and her team climb up to the iconic Hollywood sign in Los Angeles and hang bras on the landmark.

Despite the playful tone of the video, the Hollywood Chamber of Commerce – which holds the rights to the famous sign – expressed serious dissatisfaction with the marketing stunt. According to the Los Angeles Times, Sweeney had obtained permission from the local organization FilmLA to film near the landmark; however, the permit did not cover any «physical contact» with the structure or the commercial use of its image.

The promotion sparked widespread debate on social media: some users criticized the actress for violating the rules governing the use of the Hollywood sign, while others focused on the effectiveness of unconventional marketing strategies in promoting a new brand.

 

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In theory, Sweeney could face allegations of trespassing or vandalism. However, the Los Angeles Police Department stated that no investigation is currently underway and that no official violation has been recorded.

«This action was not coordinated with the Hollywood Chamber of Commerce, and we were not informed about it in advance», said the organization’s CEO, Steve Nissen.

He emphasized that the Chamber owns the intellectual property rights to the image of the sign, and any commercial use requires a license – one that Sweeney did not obtain.

Representatives for the actress have so far declined to comment on any potential legal consequences related to licensing violations.

This is not the first time a campaign featuring Sweeney has sparked public controversy. Last year, her collaboration with American Eagle, despite being the most expensive campaign in the brand’s history, drew criticism over the actress’s sexualized image and the contentious slogan «Great Genes / Great Jeans».

The official presentation of the actress’s new brand is scheduled for today. The project has received backing from billionaire Amazon founder Jeff Bezos.

Photo: Instagram @syrn