Overview
- Sweeney posted and TMZ circulated nighttime footage showing her and a crew climbing the Hollywood Sign and draping bras to promote her lingerie brand, SYRN.
- The Hollywood Chamber of Commerce said no license or permission was granted for the production and noted it controls commercial use of the sign’s image.
- Reports indicate the team had a FilmLA permit to film in the area, which does not authorize touching or climbing the letters or licensing the landmark.
- The LAPD told multiple outlets there is no investigation and that no crime was recorded as of the latest reporting.
- Most of the bras were removed after filming, with a few reportedly left behind, as SYRN’s launch is teased and coverage cites reported backing tied to Jeff Bezos and Coatue-linked funding.