After hitting box office gold once again, it seemed that the dust was finally settling around Sydney Sweeney's controversies. But then came the Hollywood hill vandalism incident that truly touched new heights.

Featuring a giggly Sydney Sweeney hanging b--- on the iconic Hollywood sign, the video raised more questions than it garnered likes or comments. However, it seems now that it was not all for fun. Sydney Sweeney just unveiled her intimate wear brand, Syrn, the promotions for which led her to not just climb the Hollywood hill but also hang her products on the same.  

  She has also shared a glimpse of her modeling one of the products from the brand on her Instagram, the bio of which has now become a link to the official website of the brand. The actress has been reportedly working on this project, financially backed by Coatue, which is an investment firm that reportedly received a massive $1 billion funding boost from billionaires Jeff Bezos and Michael Dell, as reported by The Wall Street Journal.

Although well-funded and planned, the campaign was not without controversy. While Sweeney was granted permission to film near the location, the Hollywood Chamber of Commerce stated that the actress did not have authorization to touch or climb the iconic Los Angeles landmark. As a result, there is a possibility she could face trespassing or vandalism charges, though nothing has been officially confirmed so far.

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Apart from the chaos that ensued atop Hollywood hill, and the possible vandalism charges that she may face, Sydney Sweeney is stepping into a new era with this new business launch.Meanwhile, social media remains divided. On one hand, some are closely dissecting the controversial campaign, while on the other, many are excited to see the actress stepping into a different territory for the first time.

Sydney Sweeney has slowly stepped into the business world with her production company, Fifty Fifty Films. However, the newest lingerie brand she has reportedly been developing for nearly a year is not a first for the actress and her growing business résumé as she had back in 2023 modeled, designed, and dropped a collaboration with Frankies Bikinis.

The collaboration led to the launch of a collection titled Love Letters by Sydney Sweeney. Clearly, she is no stranger to the inner workings of lingerie branding and marketing,  but it remains to be seen how she will make her presence known and bring something new to the industry with this latest venture.

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What do you think about Sydney Sweeney’s stunt for her brand? Let us know in the comments section below.