Sydney Sweeney launches lingerie brand Syrn after Hollywood sign stunt
On Monday, Ms. Sydney Sweeney posted an Instagram video showing her and a group draping bras over the Hollywood sign at night to promote her new lingerie brand, Syrn, which launched on Wednesday. The video shows people dressed in black carrying duffel bags filled with bras and placing them on the landmark as Ms.
Sweeney stood in front of the sign and promoted the label; Syrn is pronounced “siren,” the article says. Steve Nissen, chief executive of the Hollywood Chamber of Commerce, said the production was not authorized by the organization and that the chamber did not have prior knowledge of it.
According to Mr. Nissen, permission and a commercial license were not granted and the chamber is “still investigating how, and under what authority (if any), the production accessed the site.” The Los Angeles Police Department told The Times that “there was no crime committed.” The chamber did not immediately say whether it would take legal action, and Ms.
Sweeney did not respond to requests for comment; she called the incident “a signal” in a statement to The Times and declined to elaborate. Ms. Sweeney told Elle that Syrn was created to address issues like “annoying” bra straps and “cutting bands,” and the actress said her goal is to build a brand that “understands women instead of talking at them.” A press release said Syrn will offer an extended size range — 44 sizes in total — and styles ranging from sporty boxers to lacy bottoms.
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