Was Sydney Sweeney's Syrn Lingerie Launch Stunt at the Hollywood Sign Fake? X User Offers 'Proof'

Sydney Sweeney's latest publicity stunt has drawn scrutiny from multiple sides, some of whom claim that her attention-grabbing antics were faked. On 26 January, reports emerged that Sydney Sweeney had taken part in a promotional stunt involving the Hollywood Sign in Los Angeles. According to TMZ, the actress, 28, was filmed at night climbing part of the landmark and hanging bras across it to promote her lingerie brand, Syrn.

Video obtained by the outlet showed Sweeney dressed in black and accompanied by a small crew during the activity. The footage circulated quickly online, prompting questions about whether the act had been authorised, given that the Hollywood Sign is protected both as a physical site and as intellectual property.

Hollywood Chamber Of Commerce Response

The Hollywood Chamber of Commerce, which owns the intellectual property rights to the image of the Hollywood Sign, issued a clear statement following the reports. Steve Nissen, the organisation's president and chief executive officer, said it 'did not grant a license or permission of any kind to the production involving Sydney Sweeney as reported by TMZ'. He added that no request had been made to the Chamber for such approval.

Nissen further stated that the production was 'not authorised by the Hollywood Chamber of Commerce nor did we have prior knowledge of it'. He emphasised that any commercial use of the Hollywood Sign requires explicit permission. According to the Chamber, access or use without approval breaches established rules.

Permits And Legal Uncertainty

TMZ reported that Sweeney did obtain a permit from FilmLA, the organisation responsible for issuing film permits in Los Angeles. However, it remains unclear how this permit intersects with the rights held by the Hollywood Chamber of Commerce. The Chamber's statement did not reference FilmLA approval.

The outlet also reported that it had not received confirmation on whether the Chamber planned to file a police report. Questions remain around possible trespassing or vandalism charges. As of reporting, no formal legal action had been announced.

Public Reaction And Online Claims

As the story spread, online users began questioning whether the stunt was real. An X user operating under the name SoIJakey claimed that the incident was staged or misleading. The user alleged that Sweeney had permission and was not facing legal consequences.

In a series of posts and videos, the user compared the footage to a separate incident involving the Hollywood Sign. They claimed alarms typically activate within minutes of unauthorised access. The user said helicopters and arrests usually follow quickly when sensors are triggered.

The same user stated they had previously altered the Hollywood Sign four months earlier. They claimed that that incident resulted in arrests and media coverage. Screenshots and video were shared to support the claim, including references to appearances on Fox News.

The user argued that Sweeney's footage showed no urgency or interruption. According to their account, this suggested official permission had been granted. However, these claims remain unverified by authorities.

Official Silence From Sweeney's Team

A representative for Sweeney has not responded to requests for comment, and the actress herself has yet to publicly address the situation. In addition, no clarification has been issued regarding permits or authorisation from the Hollywood Chamber of Commerce.