Bras on the Hollywood billboard: Sydney Sweeney's latest controversy (and potential legal trouble)

BarcelonaSydney Sweeney is one of today's biggest movie stars, and every move she makes generates either excitement or controversy. Now, the star of The assistant She could face legal problems because of the marketing campaign she launched to announce the release of her lingerie brand. This Monday, the actress fromEuphoria He climbed to the Hollywood sign, located in one of the hills of Los Angeles, and hung a dozen bras on it. The Hollywood Chamber of Commerce maintains that neither Sweeney nor his team had authorization to carry out this advertising stunt.

Sweeney shared a video on social media, filmed at night, showing her and several other people getting into a van that takes them to the Hollywood sign. When they arrive, they get out of the van carrying large black bags from which they pull out a string of bras, which they then hang on the sign. The caption accompanying the video is simply SYRN, the lingerie brand the 28-year-old actress has just launched. Sweeney's entrepreneurial venture has the backing of Jeff Bezos, who has invested $1 billion in the company. "The secret's out. Say hello to SYRN, that's lingerie you can wear for yourself, no explanation, no apology," read the message with which the actress officially announced the company's launch.

The Hollywood Chamber of Commerce manages the intellectual property rights to the Hollywood sign, one of the most iconic symbols of Los Angeles and the American film industry. The organization explains that to carry out an action like the one Sweeney undertook, a "license or permit" is required, and they assert that the actress's team failed to obtain this permit, which could have legal consequences. "We are investigating how and under what authority the production accessed the area," a chamber of commerce official told ABC News. For now, however, no legal action has been taken against the actress and her team, as confirmed by the Los Angeles Police Department. Los Angeles Times

This isn't the first time an advertising campaign has given the protagonist of Anyone but you. In the summer of 2025, she starred in an advertising campaign. to promote jeans from the American Eagle clothing chainThe brand's various advertisements constantly played on the confusion, in English, between the word jeans –which means cowboys– and genes –the genes–, which is why the campaign was labeled "racist" and "Nazi".

One of the most criticized videos began with an advertising billboard in the middle of the street that read: "Sydney Sweeney has good genes." The actress approached, crossed out the words, and wrote over them. jeansWhile many critics pointed out that the campaign served to spread a eugenic message, Donald Trump claimed it was the "hottest" ad campaign of the moment. At the time, the actress decided not to comment on the controversy, a position she later regretted. "I've realized that my silence on the matter has only served to further divide rather than resolve the issue," the actress said in a December 2025 interview with the magazine. People"I have been accused of ideas and labels that are not true," he emphasized.