Sydney Sweeney Climbs Hollywood Sign and Decorates It With Bras

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Sydney Sweeney had some immaculate late-night plans.

The actress from Euphoria famously climbed the Hollywood Sign and decorated it with bras to promote the launch of her lingerie brand, Syrn.

On January 26th, Sydney, along with her dog Sully and some friends, drove up to the iconic Hollywood Sign in a van packed with lingerie. They then decorated the famous white letters by hanging bras as colorful garlands. The actress, known for her role in Anyone But You, was the one who attached the bras to the sign.

Oh my gosh, she said that?! In the video, she was all playful, asking if we should rewind or just keep going, and then she totally hinted that someone was going to notice what she was up to! It was so cute and mischievous, I’ve rewatched that part like a million times. Seriously, she knew we’d all be obsessed!

Okay, so I saw the preview for this video, and honestly, it’s quite a statement! Sydney’s rocking a black lingerie set with these gorgeous sheer opera gloves, and she’s posing in front of a mirror with a little message on it – ‘coming 1.28 xo Syrn.’ It definitely feels like a big reveal is coming on January 28th, and she’s signing it with a cute ‘xo’ and her nickname, Syrn. It’s all very chic and a little mysterious!

The Hollywood Chamber of Commerce, which owns the famous Hollywood sign, confirmed to TMZ that the performer didn’t have permission to alter it, making her actions unauthorized.

Okay, so I’m totally freaking out! Apparently, the people in charge are looking into how the ‘Sweeney’ team even got near The Sign! They’re saying they’re trying to figure out how they did it and if they even had permission to be there. It’s just… everything! I need answers! It’s like, who let them near our Sign?! I’m obsessed, obviously, and this is huge!

TopMob News has reached out to reps for Sydney for comment and has not yet heard back.

Before launching her brand, the 28-year-old designer discussed her goal of creating a line with a wide range of sizes – a total of 44 different options.

In a recent interview with Elle, she explained her goal was to create a specific atmosphere and experience. She envisioned a lingerie brand, Syrn, that truly connects with women, rather than simply dictating to them. Syrn is designed to empower women to feel confident, sexy, strong, gentle, and playful – however they feel each day. As the founder, she wanted to build a brand that feels authentic and allows everyone to be themselves.

She explained that, just like fingerprints, every woman’s body is unique, and she wanted her designs to reflect that diversity.

For more celebs who’ve founded their brands, keep reading.

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2026-01-27 19:50