Sydney Sweeney, the striking actress and model, has recently stirred up controversy once again. This time, she made waves by promoting her new lingerie brand, SYRN, in an unconventional way. Sweeney and her team draped bras from her brand over the iconic “HOLLYWOOD” sign in the Los Angeles hills. However, they did so without obtaining the necessary permits, causing a stir among local authorities.
Sweeney has garnered a reputation for pushing boundaries. She has become a favorite not just for her beauty and talent but also for her defiance against the demands of the left, notably refusing to apologize for her “Sydney Sweeney has good jeans/genes” ad, which sparked accusations of racism. This incident positioned her as a controversial figure within Hollywood, particularly due to her conservative views, which have alienated some in the industry.
Her new lingerie line aims for inclusivity, offering an impressive range of sizes from 30B to 42DDD. Most styles are priced under $100, making them accessible to a wider audience. The collection is divided into four styles: Comfy, Playful, Romantic, and Seductress. Sweeney emphasized the importance of catering to various body types, reflecting on her own experiences with ill-fitting lingerie. She stated, “I was in the 6th grade with DDs. I hated the bra I had to wear. When I bought my first cute bra that actually fit, I wore it to pieces. Designing for different bodies is a huge part of SYRN.”
The actress drew upon her diverse interests to craft a brand that resonates with multiple facets of femininity. “I wanted to create a place where women can move between all the different versions of who we are,” she said. She described herself as someone who enjoys dynamic activities ranging from working on cars to dressing up for glamorous events. This multifaceted approach positions her product line as more than just lingerie; it’s a celebration of the diverse roles women play.
However, the audacity of her promotional stunt has led to backlash. The Hollywood Chamber of Commerce, which controls the rights to the iconic sign, expressed discontent. President and CEO Steve Nissen pointed out that any commercial use of the Hollywood sign requires proper licensing and stated, “The production involving Sydney Sweeney… was not authorized by the Hollywood Chamber of Commerce nor did we have prior knowledge of it.” The disregard for these rules has left her facing potential legal consequences.
In light of Sweeney’s bold yet unauthorized act, this incident serves as a reminder of the intersecting worlds of celebrity culture, commercialism, and the law. Her significant online following and the immediate viral response highlight the potential for celebrities to influence and disrupt traditional marketing strategies. Whether this will lead to repercussions for Sweeney remains to be seen, but it has undoubtedly put her under the spotlight once more, reinforcing her status as a polarizing figure in today’s entertainment landscape.
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