Sydney Sweeney's Hollywood Sign Stunt Sparks Legal Concerns
Actress Sydney Sweeney has reportedly found herself in potential legal jeopardy following a promotional stunt that involved climbing the iconic Hollywood Sign. The 28-year-old star of Housemaid allegedly scaled one of the massive white letters late in the evening, hanging a makeshift clothesline of bras across the landmark as part of a lingerie campaign.
Unauthorised Activity Despite Filming Permit
According to reports from TMZ, Sweeney's production company obtained a filming permit from FilmLA to shoot at the Hollywood Sign location. However, officials have indicated that this permit may not have authorised the specific activities captured in the video footage. The production reportedly did not have approval to touch, climb, or physically alter the sign itself, which appears to be exactly what occurred during the shoot.
Video obtained by the outlet appears to show Sweeney climbing what looks like the 'H' letter before proceeding to hang bras across the famous landmark. The footage was reportedly shot to promote the launch of Sweeney's new lingerie brand, which interestingly receives backing from billionaire Amazon founder Jeff Bezos through his investment activities.
Intellectual Property Rights Violation Allegations
The Hollywood Chamber of Commerce, which owns the intellectual property rights to the Hollywood Sign, has taken issue with the promotional activity. In an email allegedly sent to the production company and obtained by TMZ, the Chamber warned that filming the landmark for commercial use requires a separate license that had neither been sought nor approved.
The email stated clearly: '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 Chair of the Hollywood Chamber of Commerce later confirmed to TMZ that the stunt was unauthorised, emphasising that no permission had been granted for such activity as required by their regulations.
Public Reaction and Brand Implications
The incident immediately sparked discussion on social media platform X, with fans and critics divided over whether the stunt represented 'genius marketing' or simply poor judgment. Some users argued that the exposure generated would be worth any potential fines, while others questioned why an already famous actress would undertake such a risky promotional activity.
Whether the footage will ever be used commercially remains uncertain, as any such use would reportedly require retroactive approval or licensing from the Hollywood Chamber of Commerce. The bras were reportedly removed shortly after the shoot concluded, though several were allegedly left behind on the hillside surrounding the sign.
Background of the Lingerie Venture
This promotional activity comes as Sweeney prepares to launch her as-yet-unnamed lingerie line with significant financial backing. Reports indicate that Jeff Bezos has invested in her venture through the Coatue Innovation Fund, which recently received a $1 billion investment from Bezos and fellow tech magnate Michael Dell.
An insider revealed that the Emmy-nominated actress has been working on this lingerie project for approximately a year, describing it as 'a huge project for her.' The line is being backed by Ben Schwerin, a partner at private equity firm Coatue, according to financial publication Puck.
The Hollywood Sign, one of Los Angeles' most protected landmarks, has long been off-limits to climbers and promotional stunts. Previous unauthorised attempts to access or alter the sign have resulted in arrests and substantial fines, setting a concerning precedent for Sweeney's promotional activities.
