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Sydney Sweeney showed off her bombshell curves in a burgundy lingerie set as she promoted her SYRN underwear line.
The actress, 28, teamed the plunging bra and matching knickers with daring lace suspenders from her debut collection.
Posing against a vintage car outside The United Artists Theatre in Downtown Los Angeles, she draped a purple fur coat over her shoulders.
Sydney topped off her sultry look with towering stiletto heels and shielded her eyes with a pair of sunglasses.
The first collection is called Seductress, which Sweeney billed as ‘bold, confident, and unapologetic. It’s about owning your power and your desire on your own terms’.
Sweeney explained that she launched her line partly out of frustration with the ‘annoying strap’ and ‘cutting bands’ she tends to come across in bras.
‘I wanted to create a world and a feeling. I wanted to build a lingerie brand that feels like it understands women instead of talking at them,’ she told Elle.
‘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.’
A new promotional stunt for the brand reportedly landed her in murky legal territory after the actress allegedly strung bras on the iconic Hollywood Sign.
According to TMZ, the Housemaid star was seen ‘scaling’ one of the massive white letters, late in the evening, as a production crew filmed the moment.
Video obtained by the outlet appears to show Sydney climbing what looks like the ‘H’ before hanging a makeshift clothesline of bras across the landmark.
Sources told TMZ the footage was shot to promote the launch of her new lingerie brand, which is backed by billionaire Amazon founder Jeff Bezos.
While the actress reportedly obtained a filming permit, officials say it may not have authorized the activity seen in the video.
TMZ reported that Sweeney’s production secured permission from FilmLA to shoot at the Hollywood Sign location – but did not have approval to touch, climb, or physically alter the sign itself.
In an email obtained by TMZ and allegedly sent to the production company, the Chamber warned that filming the landmark for commercial use requires a separate license – one that had not been sought or approved.
‘It has come to our attention that you and crew filmed the Hollywood Sign last night for a production connected with Persuasion Pictures,’ the email reads in part. ‘Please be advised that the Hollywood Chamber of Commerce owns the intellectual property rights to use of the image of the Hollywood Sign and neither you nor the production company have sought or received permission to use the images captured for any commercial use.’
The email further stated that FilmLA had previously notified the production of the requirement to obtain licensing approval from the Chamber before filming the sign for promotional purposes.
The Chair of the Hollywood Chamber of Commerce, which owns the intellectual property rights to the Hollywood Sign, later claimed to TMZ that the stunt was unauthorized, stating: ‘There was no permission granted to do this as is required.’
The bras were reportedly removed shortly after the shoot concluded, though several were allegedly left behind on the hillside.
The Daily Mail has also reached out to Sweeney’s representatives and the Hollywood Chamber of Commerce, but has not heard back, at this time.
The Hollywood Sign, one of Los Angeles’s most protected landmarks, has long been off-limits to climbers and stunts – with previous unauthorized attempts resulting in arrests and fines.
Whether Sweeney’s footage will ever be used commercially remains unclear, as any such use would reportedly require retroactive approval or licensing from the Hollywood Chamber of Commerce.
