Hollywood Sign Boss Exposes Sydney Sweeney Bra Stunt as Total CGI Fake
Sydney Sweeney is once again at the center of a Hollywood whirlwind, but this time it isn’t for a red-carpet look or a new film role.
The actress recently shared a viral video to promote her new lingerie brand, SYRN, which appeared to show her and a crew draping dozens of bras over the iconic Hollywood sign. While the stunt helped her debut collection sell out in mere hours, it has also sparked a heated debate regarding authenticity and legal boundaries at one of the world’s most protected landmarks.
According to Jeff Zarrinnam, the head of the Hollywood Sign Trust, much of what fans saw in the video was likely the result of digital wizardry. He insists that while the crew may have been near the site, the actual act of covering the massive 50-foot letters was not physically performed. They used CGI for that, Zarrinnam told Newsbeat, explaining that the logistics of the stunt simply don’t add up.
There’s no way you could have covered the sign in that amount of time, he added, noting that legitimate modifications to the sign usually take hours of expert planning.
The video shows Sweeney and a small group lugging black duffel bags through the hills at night, pulling out lace bras and throwing them over the structure. Zarrinnam, who knows the landmark intimately, even pointed out a specific error in the footage where many believed Sweeney was climbing the letter H. She was climbing the letter L, he clarified, warning that if she’d tried climbing the H she probably would’ve fallen and broken her neck.
Beyond the technical questions, there is the matter of permission. While the production team reportedly held some permits for the general Griffith Park area, the Trust says they never authorized anyone to enter the fenced-off perimeter of the sign itself.
Zarrinnam is currently looking into how the crew avoided a swifter police response, though he believes a miscommunication led the LAPD to believe the project was authorized when motion sensors first went off. Sydney Sweeney probably isn’t reading paperwork, he remarked, wondering if her team truly informed her of the do’s and don’ts.
This bold marketing move comes as Sweeney continues her massive professional takeover in 2026. Aside from her entrepreneurial success with SYRN, she is currently one of the most in-demand actresses in the industry. She recently earned rave reviews for her role as boxer Christy Martin in the biopic Christy, and fans are eagerly awaiting her return as Cassie Howard in the third season of Euphoria, which is officially slated for an April 12 release.
Her upcoming film slate is equally impressive and diverse. She is set to star alongside Noah Centineo in a massive live-action adaptation of the anime classic Gundam for Netflix, directed by Jim Mickle.
Additionally, she will portray Old Hollywood icon Kim Novak in the romantic drama Scandalous, directed by Colman Domingo, and is attached to a high-profile remake of Barbarella.
While Zarrinnam is still deciding whether to pursue legal action, his main goal is to ensure people realize that the landmark is not a playground for unauthorized stunts. I’m upset and the neighbours are upset about it, he said, adding that he may need to invest in even more no trespassing signs to protect the area. As the investigation continues, the actress has yet to release an official comment on the controversy.
Do you think using a historic landmark for a viral marketing stunt is a brilliant way to build a brand, or should stars like Sydney Sweeney be held more accountable for bypassing official rules? Share your thoughts in the comments.