Sydney Sweeney Makes Headlines With Subtle Brand Promotion

Actress Sydney Sweeney has expanded her entrepreneurial presence with the launch of SYRN, a lingerie brand focused on comfort, self-expression, and inclusive sizing. The brand, which is pronounced siren, officially launched on January 28, 2026.

The launch was preceded by a high-profile marketing stunt in Los Angeles on January 27, 2026. Sweeney and her production team filmed a video for her Instagram page that showed them scaling the Hollywood sign under the cover of darkness to hang lingerie across the landmark.

The footage captured Sweeney entering the site through a gap in a chain-link fence. During the recording, she was heard saying, we’re going to get caught at this rate. The video subsequently received more than 59,000 likes within two hours of being posted.

Legal and Regulatory Response

The Hollywood Chamber of Commerce responded to the stunt by stating it would file a police report against the actress for trespassing and vandalism. The organization indicated it was investigating how Sweeney’s production team accessed the site.

According to reporting from TMZ, while Sweeney had obtained a permit to film the sign, she had not been granted permission to touch or climb the structure. While the lingerie was removed following the shoot, reports indicated that several bras remained on the sign.

Brand Strategy and Product Lines

SYRN is designed to provide pieces that make wearers feel comfortable yet playful. Following the initial launch, Sweeney began promoting a specific Comfy underwear line. On February 11, 2026, she was seen in New York City wearing a blue button-down shirt and low-rise denim jeans, adjusting the shirt to reveal high-rise white boxers from the SYRN collection.

The venture reportedly has the backing of business magnate Jeff Bezos and his wife, Lauren Sanchez.

History of Advertising Controversies

The SYRN launch follows other controversial marketing efforts involving the 28-year-old actress. In August 2025, Sweeney appeared in a campaign for American Eagle jeans that sparked significant online backlash.

The American Eagle advertisement featured Sweeney staring into the camera and stating:

Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue.

American Eagle Advertisement

The wordplay between genes and jeans led critics to allege that the ad promoted eugenics, a discredited scientific theory used by white supremacists to suggest the human race could be improved by breeding out undesirable traits. Following the controversy, American Eagle removed the video from its social media channels.

The fallout from the American Eagle campaign also drew attention from the financial sector, as meme stock traders attempted to take advantage of the resulting controversy.