TMZ recently reported that Sydney Sweeney had been spotted scaling the Hollywood Sign to toss bras over the top as part of a publicity stunt to promote her new clothing brand, SYRN. TMZ reached out to the Hollywood Chamber of Commerce for a statement, where the chamber revealed that they were investigating whether or not Sweeney had been given authority for her actions. LA Times added that neither the Chamber of Commerce nor the Hollywood Sign Trust knew about the stunt prior, despite having legal rights to the sign.
This is not the first controversial ad campaign that has featured Sweeney. In July 2025, Sweeney was featured in an American Eagle ad campaign with the slogan “Sydney Sweeney has great jeans,” as well as a Dr. Squatch ‘bath water’ soap.
Sweeney is an example of the most notorious kinds of Hollywood stars: a well known name who will do whatever it takes to be seen. Her reckless behavior does not tarnish her image; it defines it.
The American Eagle ad from July features the actress in the brand’s iconic denim. “Jeans” is used throughout as a play on “genes” as Sweeney states, “My jeans are blue,” as the camera focuses on her blue eyes. The ad is interrupted by a voiceover saying the tagline, “Sydney Sweeney has great jeans.”
The ad campaign was soaked in controversy from the beginning. It was received with decent negativity, as most people found the idea of praising a blonde white woman for her “great genes” as more than distasteful and almost sinister. It was advertising a racist ideology — even if unintentional — that being blonde and blue eyed made an individual superior.
Sweeney’s reaction to the distasteful comments spoke to her ignorance. In an interview with GQ magazine, she stated, “I did a jean ad. I mean, the reaction definitely was a surprise, but I love jeans.” She failed to mention the reason that people were angry or acknowledge that she participated in something damaging.
This is not just a Sweeney issue. A great deal of stars involve themselves in harmful or controversial stunts in order to drum up buzz for their newest business venture because it is lucrative. According to People Magazine, American Eagle jeans sold out after the ad campaign.
Fans of these superstars should hold these people to a higher standard. People like Sweeney should be able to admit when they do something wrong and participate in meaningful retribution. Until they are able, people should not support or acknowledge these stars who take advantage of those who would follow blindly.
