Sydney Sweeney’s new lingerie line is a hit.
One day after the Emmy-nominated actress officially launched Seductress, the debut collection of her SYRN brand, Sweeney announced on Instagram that the initial offerings were no longer available.
“Still in shock we sold out in HOURS!!!” she wrote in an Instagram Story on Thursday. “We’re working on a restock soon. I’m so grateful. I love you allll.”
Sweeney directed followers to SYRN’s official website, where they could sign up for a newsletter alerting them about future drops.
Ahead of the rollout, Sweeney and her team covered the Hollywood Sign with dozens of bras.
The stunt was documented in an Instagram Reel showing Sweeney and her crew—including her dog, Sully—loading duffel bags into a van before driving to the iconic Los Angeles landmark in the dark.
The video showed the group hiking toward the Hollywood Sign, where they unpacked long strings of bras and tossed them over the letters.
“Do you wanna start over here or there?” Sweeney asked in the video. “I’m going to get caught with this, right?”
The clip ends with the Euphoria star looking up at the bra-covered sign before turning toward the camera and victoriously raising her arm in the air.
As of press time, the video had been viewed more than 8 million times. In terms of boosting publicity, the stunt appeared to be a success. But was it legal?
According to TMZ, city officials were unaware of Sweeney’s promo plan, and therefore the team did not receive the green light from the Hollywood Chamber of Commerce, which owns the Hollywood Sign.
“Anyone intending to use and/or access the Hollywood Sign for commercial purposes must obtain a license or permission from the Hollywood Chamber to do so,” chamber chief Steve Nissen told the outlet. “The production involving Sydney Sweeney and the Hollywood Sign, as reported by TMZ, was not authorized by the Hollywood Chamber of Commerce nor did we have prior knowledge of it.”
TMZ reported that Sweeney obtained a permit from FilmLA to shoot the sign but was not permitted to touch the protected landmark.
It’s unclear if Sweeney and her crew will face trespassing charges.
Sweeney announced the release in a series of Instagram posts in which she modeled SYRN’s initial offering of thongs, bras, corsets, and more. The campaign photos collectively received more than 2 million “likes” and thousands of comments on Instagram.
The actress shed more light on the brand in a recent interview with Elle, explaining what inspired her lingerie venture.
“I wanted to create a world and a feeling,” she said. “I wanted to build a lingerie brand that feels like it understands women instead of talking at them. SYRN is about confidence without pressure, feeling sexy, powerful, soft, playful, or all of the above, depending on the day. As the sole founder, my vision was to create something that lives in real life and doesn’t hold anyone back… Boobs and bodies are like fingerprints. Everyone’s are different, and I wanted to design for that.”
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