In the early hours of January 26, 2026, Los Angeles woke to a sight that was equal parts audacious and headline-grabbing: the iconic Hollywood Sign draped in lacy garlands of bras. The orchestrator? None other than Sydney Sweeney, the 28-year-old actress best known for her roles in Euphoria and Anyone But You. But this wasn’t just a whimsical act of rebellion—it was a bold publicity stunt to herald the launch of her new lingerie brand, Syrn.
According to KABC, Sweeney and her entourage—including her dog, Sully—scaled the hills beneath the Hollywood Sign under cover of darkness, armed with duffel bags stuffed with lingerie. Cameras rolled as Sweeney and her friends clipped bras together, creating makeshift festoons, and draped them over the massive white letters. The entire operation was captured on video, first obtained by TMZ and later posted by Sweeney herself on Instagram. In the now-viral clip, she jokes, "I'm going to get caught with this, right?"—a line that, in retrospect, seems almost prophetic.
While the spectacle certainly achieved its goal of generating buzz, it also landed Sweeney in a legal gray area. The Hollywood Chamber of Commerce, which owns the intellectual property rights to the image of the Hollywood Sign, was quick to respond. In a statement to TMZ, Chamber President and CEO Steve Nissen made their position clear: "The production involving Sydney Sweeney and the Hollywood Sign, as reported by TMZ, was not authorized 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."
As of that Monday afternoon, the Los Angeles Police Department told KABC that no police report had been filed regarding the incident. However, the Chamber indicated that they were investigating "how and under what authority (if any) the production accessed the site." The bras, for what it’s worth, were reportedly removed by Sweeney and her team after the shoot.
So, what exactly is Syrn, and why did Sweeney feel compelled to launch it with such fanfare? Speaking exclusively to Cosmopolitan, Sweeney revealed the deeply personal inspiration behind the brand. "I was in the 6th grade with DDs. I hated the bra I had to wear," she said. "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."
Syrn (pronounced “sye-rin”) is Sweeney’s answer to the age-old problem of uncomfortable, ill-fitting lingerie. The brand boasts 44 sizes, ranging from 30B to 42DDD, with most styles priced under $100. The debut collection, aptly named Seductress, is set to launch on January 28, 2026, at 9 a.m. PST, with early access available for eager shoppers an hour earlier. According to Elle, Sweeney is the sole founder of Syrn, taking on roles from product developer to creative lead—a rarity among celebrity-backed brands.
But Syrn isn’t just about bras; it’s about redefining what lingerie can mean for women. "I wanted to create a world and a feeling," Sweeney told Elle. "I wanted to build a lingerie brand that feels like it understands women instead of talking at them. Syrn is about confidence without pressure, feeling sexy, powerful, soft, playful, or all of the above, depending on the day. As the sole founder, my vision was to create something that lives in real life and doesn’t hold anyone back."
The initial Seductress drop is bold and unapologetic, designed to help women "own your power and your desire on your own terms," as Sweeney described. But the brand’s ambitions go further. Additional collections—Comfy, Playful, and Romantic—are set to roll out in the coming months, each reflecting a different facet of modern femininity. Comfy focuses on everyday ease, Playful blends loungewear and lingerie, and Romantic offers sheer teddies and garter belts for those who want to channel their inner vintage siren.
What sets Syrn apart in a crowded market? Sweeney’s attention to detail and her insistence that "boobs and bodies are like fingerprints; everyone’s are different, and I wanted to design for that." The line was developed with the goal of eliminating the pinching straps and digging bands that so many women endure. Instead, Sweeney aims to offer lingerie that feels "like a second skin."
It’s no secret that the celebrity beauty and fashion space is booming. As E! News pointed out, Sweeney joins a long list of stars—Rihanna, Selena Gomez, Beyoncé, Lady Gaga, and many more—who have founded their own brands. But while many of these ventures are collaborative or licensing deals, Sweeney’s hands-on approach and focus on inclusivity have set Syrn apart from the typical celebrity launch.
Still, the Hollywood Sign stunt has sparked debate about the boundaries between creative marketing and respect for public landmarks. The Chamber of Commerce’s ongoing investigation leaves open the possibility of legal action. For now, though, Sweeney’s gamble appears to have paid off in publicity—if not in universal approval.
As the January 28 launch date approaches, anticipation for Syrn is high. The brand’s website is already accepting sign-ups for early access, and Sweeney’s social media is awash with teasers. Whether Syrn will succeed in reshaping the lingerie landscape remains to be seen, but one thing is certain: Sydney Sweeney knows how to make an entrance.
With the bras removed and the Hollywood Sign returned to its usual pristine state, the city of Los Angeles is left to ponder where the line lies between innovation and infringement. But for Sweeney and her fans, the countdown to Syrn’s debut is officially on.