The “Euphoria” star is launching Syrn after the Hollywood Chamber of Commerce said she did not have permission to climb on the Hollywood sign in Los Angeles.

Sydney Sweeney unveils lingerie line after controversial bra stunt

The "Euphoria" star is launching Syrn after the Hollywood Chamber of Commerce said she did not have permission to climb on the Hollywood sign in Los Angeles.

By Wesley Stenzel

Wesley Stenzel is a news writer at **. He began writing for EW in 2022.

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on January 27, 2026 2:39 p.m. ET

Sydney Sweeney in New York City on Dec. 2, 2025. Credit:

Dia Dipasupil/Getty

- Sydney Sweeney officially announced her new lingerie line, Syrn, on Tuesday.

- The *Euphoria* star stoked controversy after reportedly climbing onto the Hollywood sign without a permit to promote her brand.

- Puck News previously reported that Sweeney's brand was backed by a venture capital company that includes Jeff Bezos as an investor.

Sydney Sweeney is launching a lingerie line.

The *Euphoria* star officially unveiled her new undergarment line, Syrn, in an Instagram post on Tuesday.

"The secret is finally out… say hello to @syrn," she wrote. "This is lingerie you wear for YOU, no explanation, no apology. "

Sydney Sweeney in New York City on May 5, 2025.

Dimitrios Kambouris/Getty

The *Anyone But You* actress said that the brand is "coming for you" on Wednesday, and told her followers that they could sign up for early access on the company's website.

"There’s soo much more I can’t wait to show you," she wrote.

In July, Puck News reported that Sweeney's then-forthcoming lingerie line was backed by the venture capital company Coatue, which includes Jeff Bezos and Lauren Sánchez as investors. Sweeney was seen at the couple's Venetian wedding extravaganza a few weeks prior to the Puck report.

Sweeney's announcement comes less than a day after she posted a video of herself attaching long strings of interconnected bras across the Hollywood sign in Los Angeles. The video showed the *Christy* star and her associates driving and hiking toward the iconic landmark late at night and climbing on its giant letters to attach the chains of undergarments across the front of the sign.

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TMZ reported that Sweeney obtained a permit from FilmLA to shoot the video at the landmark, but did not receive permission from the sign's owner, the Hollywood Chamber of Commerce, to touch or climb the sign.

In a statement, Hollywood Chamber CEO Steve Nissen told ** that Sweeney's video was "not authorized by the Hollywood Chamber of Commerce nor did we have prior knowledge of it."

Representatives for Sweeney did not immediately respond to EW's request for comment.

Sweeney could potentially face criminal trespass and/or vandalism charges as a result of the stunt.

Sydney Sweeney in Las Vegas on April 1, 2025.

Alberto E. Rodriguez/Getty

The Syrn stunt is not the first time that an apparel campaign has landed Sweeney in hot water. The actress previously stoked controversy for her appearance in the "Sydney Sweeney Has Great Jeans" American Eagle campaign, which some viewed as promoting eugenicist ideas. Sweeney refused to comment on the controversy for months, but finally distanced herself from the campaign in an interview with PEOPLE in December.

"I don't support the views some people chose to connect to the campaign. Many have assigned motives and labels to me that just aren't true," she told the outlet last month. "I'm against hate and divisiveness."

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She continued, "In the past my stance has been to never respond to negative or positive press, but recently I have come to realize that my silence regarding this issue has only widened the divide, not closed it. So I hope this new year brings more focus on what connects us instead of what divides us."**

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