Sydney Sweeney covers the Hollywood Sign with bras as her new brand SYRN sells out

A controversial move that ended in success.

Actress Sydney Sweeney launched her first lingerie brand, SYRN, with immediate impact. The debut collection, Seductress, sold out within hours after a bold promotional action that placed the Hollywood Sign at the centre of global attention.

The operation took place overnight. Dozens of lace and tulle bras were placed over the famous Los Angeles landmark, turning it into a giant advert for the brand. The images spread quickly across social media, sparking both surprise and controversy even before sales began.

In a video released by TMZ, Sweeney and her team are seen climbing the Hollywood Sign at night, dressed in black, while attaching a line of bras to the letters. In the footage, the actress can be heard saying “good job” as she looks on. Although she had permission to film in the area, she did not have permission to climb or touch the sign.

@latinus_us
La actriz Sydney Sweeney se expone a posibles cargos por allanamiento y daños luego de escalar el icónico letrero de Hollywood para colgar sujetadores como estrategia publicitaria de su línea de lencería. #Latinus #InformaciónParaTi
♬ original sound – Latinus – Latinus

The Hollywood Chamber of Commerce, which owns the landmark, stated that no permission had been granted for that action, although filming had been authorised. It also reminded the public that touching, climbing or altering the letters is illegal, as access to the site is restricted.

The Seductress line blends classic Hollywood glamour with a modern vision of empowerment. It includes lace corsetry and delicate lingerie inspired by the vintage aesthetic that defines Sweeney’s public image, aiming to connect on-screen sensuality with everyday confidence.

That approach, together with the impact of the launch, explains the brand’s rapid success. After the debut, SYRN confirmed a restock and an expansion of its range. Although the bras no longer hang over the hills of Los Angeles, the public response shows the scale of the campaign and marks a strong start for this new phase of Sweeney’s business career.