Although the old saying goes that “no publicity is bad publicity,” bad public relations is all that seems to follow actor Sydney Sweeney these days. The actor is constantly in the amid highly polarized marketing decisionsand this time Sydney is under pressure for the marketing campaign of her lingerie brand SYRN. The actor went to the iconic Hollywood sign in Los Angeles in the middle of the night and hung lingerie on it. Now the Hollywood Chamber of Commerce has addressed the issue, claiming it did not have permission for such a stunt.
The Everyone But You actress posted a video on her social media, where she can be seen traveling towards the Hollywood sign. She has a whole team at her side, some to help her and others to record the night’s events. Dressed in black, Sydney and her team have several bags full of bras and they all arrive at the Hollywood sign after making a hole in the steel fence. Upon reaching its destination, the process of stringing the fasteners began. The actress, along with her team, then proceeded to hang the string of bras on the Hollywood sign.
According to the LA Times, the Hollywood Chamber of Commerce has said they had no knowledge of this stunt and that it was unauthorized. Steve Nissen, the head of the organization, told the LA Times that “anyone seeking to use and/or access the Hollywood Sign for commercial purposes must obtain a license or permit from the Hollywood Chamber to do so. 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.”
The TMZ report cited by Steve Nissen also mentioned that Sydney Sweeney’s team had obtained permission from Film LA, the official Los Angeles film office. The Chamber of Commerce has not yet revealed whether they will take legal action against Sydney for trespassing and vandalism.
Sydney’s bad history with marketing
Sydeny Sweeney went through something similar when she appeared in an American Eagle ad campaign. The main slogan of the campaign was “Sydney Sweeney has great jeans”, which was a play on the word genes. This sparked a massive debate online, with some accusing the brand of promoting eugenics. The brand maintained its position and saw a huge increase in sales.
It didn’t help that Sydney, long accused of sitting with donald trumpwas mentioned by the president. Trump took to social media and congratulated Sydney. and its new ad campaign, while branding people like pop star Taylor Fast. While this episode proved lucrative for the brand, Sydney’s real work as an actor took a backseat.
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The actor was last seen in the Netflix movie. the maidalongside Amanda Seyfried, Brandon Sklenar, Michele Morrone, Elizabeth Perkins and Indiana Elle. He will also appear in season 3 of Euphoria. where she will be accompanied by Jacob Elordi, Zendaya, Hunter Schafer, Alexa Demie and Maude Apatow.