Sydney Sweeney: Housemaid star faces backlash over ‘unauthorised’ Hollywood sign lingerie stunt for brand SYRN
Sydney Sweeney is facing fresh backlash after her recent publicity stunt at the Hollywood sign was labelled unauthorised.
The Housemaid star is expected to release a lingerie brand called “SYRN”, which she teased by draping bras on the iconic Los Angeles sign alongside a team of people dressed in black.
Video footage posted to Sweeney’s Instagram captures the “crime core” stunt, showing her and a team of people arriving at the famous spot in a van filled with black duffel bags.
Sign up to The Nightly's newsletters.
Get the first look at the digital newspaper, curated daily stories and breaking headlines delivered to your inbox.
By continuing you agree to our Terms and Privacy Policy.Clips show the actress climbing up some of the letters to get the bras higher as the rest of the crew move quickly to spread the bra chains across the iconic lettering.
Sweeney is now facing criticism - and even a possible police investigation.
TMZ contacted the Hollywood Chamber of Commerce, who own the trademark rights for the use of the sign.
Asked if they would file a police report for vandalism or trespass, the Chamber did not dismiss the possibility.
“We are still investigating how and under what authority (if any) the Sweeney production accessed the site of the Sign,” the Chamber told TMZ.
The cover image of the video shows Sweeney in black lingerie, with the date January 28 written in red lipstick on a mirror.
Fans believe this is the actress teasing the official announcement date for her brand, which Jeff Bezos is rumoured to be investing in.
According to TMZ, Sweeney did get the requisite permit from FilmLA, so she did have permission to shoot the promo at that site.
However, it is understood she did not have permission to touch, climb or attach items to the sign.
“There was no permission granted to do this as is required,” the Chamber reportedly told TMZ.
The bras were taken down after filming was complete. Reports indicate Sweeney’s team did leave a few behind.
Sweeney has been making headlines for her new film, The Housemaid, an adaptation of Freida McFadden’s hit 2022 novel.
Though the film has been her most successful moment at the box office in recent years, it has also copped backlash for its two-dimensional portrayal of domestic abuse and coercive control.
On top of this, some commentators also criticised the film’s sexualisation of violence and use of humour to dispel the tension that should exist in scenes depicting abuse.
