"Sydney Sweeney's campaign to launch her new lingerie brand may end up backfiring. Over the weekend, the actor was spotted scaling up Los Angeles' famed Hollywood Sign at night and hanging bras as decorations, with a camera crew following her. TMZ first published the video on Jan. 26 and reported that she could potentially be in legal trouble for the publicity stunt."
"Later that night, Sweeney used her Hollywood Sign footage to tease the brand's launch, going on a heist-like mission in the Hollywood Hills and scaling the mountain with a rope to reach the Sign. With some help from her friends (and dog Sully), she decorates the Sign with some of her new bra designs, before unveiling the name of her new lingerie range."
Sydney Sweeney scaled the Hollywood Sign at night, hung bras as decorations, and filmed the stunt with a camera crew. The Hollywood Chamber of Commerce, which owns the intellectual property rights to the Sign's image, said the production was not authorized and stated that no license or permission had been granted. The Chamber emphasized that anyone using the Sign for commercial purposes must obtain a license. A permit from LiveLA may have been obtained for the shoot, but it did not allow touching or climbing the Sign. The Chamber said it is investigating and could file police reports for trespassing and vandalism. Sweeney then used the footage to tease and officially announce her new lingerie brand, Syrn, and debuted campaign images.
Read at Bustle
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