Sydney Sweeney has never shied away from doing things her own way, and her latest venture proves it. The actress officially launched SYRN, her new lingerie brand, on January 28, 2026, a line built around versatility, comfort, and the idea that women don’t have to fit into just one box to feel confident.

Designed to move seamlessly between moods and moments, SYRN reflects Sweeney’s belief that lingerie should adapt to real life. From relaxed everyday staples to bold, statement-making pieces, the brand champions self-expression without expectations, a philosophy summed up by its unapologetic tagline: “Lingerie for YOU. No explanations. No apologies.”

But while the launch generated buzz, it was SYRN’s unconventional promotional strategy that quickly became the focus of online conversation. Days before the collection went live, images and videos surfaced showing lingerie displayed on the Hollywood Sign, instantly sparking debate, backlash, and speculation about whether Sydney Sweeney had crossed a legal line.

So did Sydney Sweeney actually get into legal trouble over SYRN’s promotion?

Rumors about Sydney Sweeney being arrested or charged began circulating after it was revealed that the Hollywood Chamber of Commerce had not granted permission for the Hollywood Sign to be used for commercial purposes. However, the Los Angeles Police Department clarified the situation to Fox News, stating that no police report has been filed, no crime has been committed, and no investigation is underway.

According to the LAPD, authorities have not taken any action against Sweeney or her team. Law enforcement added that the matter remains closed for now unless the Hollywood Chamber of Commerce formally files a complaint in the future.  

Because the sign is a protected landmark, online speculation quickly escalated, with claims suggesting Sweeney could face charges such as trespassing or even vandalism. The Hollywood Chamber of Commerce could still potentially file a police report if it chooses to pursue the matter.

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But if there is no police case, why did the stunt spark so much controversy in the first place?

According to TMZ, Sydney Sweeney’s team secured a filming permit from FilmLA, which allows productions to operate in certain public spaces. However, that permit did not authorize touching, climbing, or physically interacting with the Hollywood Sign, nor did it grant permission to use the landmark for commercial promotion. The Hollywood Chamber of Commerce later confirmed that no approval was given.

In a statement to multiple media outlets, Hollywood Chamber of Commerce CEO Steve Nissen said:

“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.” Nissen also added that the chamber did not grant any license or permission for what she did.

Still, authorities have drawn a clear line between controversy and criminality. Without evidence of vandalism, trespassing charges, or public safety violations, the stunt remains a marketing flash point for Sweeney's lingerie brand rather than a legal one, even as comparisons to past sign-related incidents continue to circulate online.

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What do you think: was it bold branding or unnecessary controversy? Let us know in the comments below!