The Night Sydney Sweeney Decorated the Hollywood Sign with Bras

They say Hollywood is built on dreams, ambition, and the occasional extremely questionable publicity stunt. But nobody warned the city what would happen when Sydney Sweeney decided that the most iconic hillside in Los Angeles needed… lingerie.

On a quiet, star-splashed night, when the city below was busy scrolling TikTok and reheating leftover pizza, Sydney Sweeney and a small, determined camera crew began a hike up Mount Lee toward the legendary Hollywood sign. This was not a fitness journey. This was not a spiritual pilgrimage. This was, according to Instagram, a branding moment.

Tucked inside several suspiciously bulky duffel bags were dozens of bras from Sweeney’s new lingerie line, SYRN by Sydney Sweeney. The plan, apparently, was simple: take one of the most photographed landmarks on Earth and give it a light, tasteful… undergarment makeover.

In the video, which later hit social media like a sequined meteor, Sweeney and her crew can be seen sneaking up the mountain in the dark, like a group of extremely fashionable raccoons on a mission. At one point she nervously laughs and says, “I’m gonna get caught at this rate,” which is historically what every person says right before doing something that will absolutely get noticed.

Once they reached the sign, the team got to work. Duffel bags were unzipped. Bras were deployed. One by one, the giant white letters of HOLLYWOOD were gently draped in what can only be described as a very upscale laundry day. By the end, the sign looked less like a monument to cinema and more like a Victoria’s Secret runway that had taken a wrong turn and climbed a mountain.

Then came the hero shot: Sydney Sweeney posing in front of the bra-laced sign, looking proud, mischievous, and like someone who knew this would either be iconic or end in a strongly worded statement from a very official-sounding organization.

Spoiler alert: it was both.

The backlash arrived faster than a celebrity apology video filmed in a beige room. The Hollywood Chamber of Commerce, which owns the rights to the sign and protects it with the intensity of a dragon guarding treasure, made it very clear that this was not authorized. No permission. No license. No blessing from the ancient elders of Hollywood Sign Management.

In other words: the bras were not invited.

Yet while lawyers and press statements were warming up their keyboards, the internet was busy asking a much more important question:

Why?

According to sources close to the vibe, this wasn’t just marketing. This was symbolism. This was Sydney Sweeney saying, “Hollywood, you’ve supported me—now let me support you.” Literally.

But here’s where the story gets… strange.

Local hikers and late-night security staff have long whispered that Mount Lee is not just home to the Hollywood sign—it’s also home to its past. Some claim the area is haunted by the spirit of Peg Entwistle, the actress who tragically died there in 1932, jumping from the sign back when it still read “Hollywoodland.” Over the decades, people have reported eerie feelings, cold gusts of wind, and the sensation of being watched near the letters.

And wouldn’t you know it—members of the crew later joked that while filming, they kept hearing strange noises. Not animal noises. Not wind. More like… footsteps. And once, allegedly, a very clear, very unimpressed sigh.

One unnamed crew member reportedly muttered, “It felt like someone was judging us. Like, spiritually.”

Another said the temperature dropped suddenly while they were hanging one particular bra, and for a brief moment, nobody wanted to touch the letter “D.”

Did they encounter a ghost? Probably not. But did the mountain approve of becoming a lingerie display? The jury—living and otherwise—is still out.

By morning, the bras were gone, the statements were flying, and the internet had already turned the whole thing into memes. The LAPD, for their part, said no police report had been filed, which in Los Angeles is basically the legal equivalent of a shrug emoji.

Meanwhile, details about Sweeney’s lingerie brand revealed that it’s backed by some very serious money, including big-name investors. Which means somewhere in a very expensive boardroom, someone probably said, “So… we put bras on WHAT?”

Still, you have to admire the commitment. In a town where everyone is trying to get noticed, Sydney Sweeney looked at the most famous sign in the world and thought, “Needs more straps.”

Was it a stunt? Absolutely. Was it bold? Definitely. Was it slightly unhinged in a very Hollywood way? 100%.

And did a ghost roll her eyes that night on Mount Lee?

If she did, she probably still respects the hustle.

Because in Hollywood, even the afterlife knows one truth: you’ve got to support your brand.

Video and source