Hollywood actress Sydney Sweeney finds herself at the centre of a potential legal storm following an elaborate promotional stunt that saw her team adorn the iconic Hollywood Sign with bras. The 28-year-old star, known for her role in Euphoria, orchestrated the nighttime operation to launch her new lingerie line, SYRN, which is backed by billionaire Amazon founder Jeff Bezos and launched this Wednesday.
Unauthorised Nighttime Ascent
In a video shared on her Instagram, Sweeney and her team are seen loading duffle bags full of lingerie into a van before driving into the Hollywood Hills. Dressed entirely in black, a laughing Sweeney led the group as they scaled an eight-foot perimeter fence and climbed the steep hill towards the famous landmark. Lit by torches, the actress could be heard remarking, 'we're gonna get caught at this rate,' as she proceeded to climb onto the 45-foot-tall letters to hang lines of bras.
Legal Boundaries Crossed
While reports indicate Sweeney's production secured a filming permit from FilmLA for the location, officials have been quick to clarify that this did not authorise the physical interaction with the sign. The Hollywood Chamber of Commerce, which owns the intellectual property rights to the image of the Hollywood Sign, has stated unequivocally that no license or permission was granted for the commercial use seen in the video.
Steve Nissen, President and CEO of the Hollywood Chamber of Commerce, issued a statement confirming their lack of authorisation or prior knowledge. 'The Hollywood Chamber of Commerce did not grant a license or permission of any kind to the production involving Sydney Sweeney,' Nissen stated, adding that they are investigating how the team accessed the restricted site.
Potential Criminal Consequences
The Hollywood Sign, managed by the non-profit Hollywood Sign Trust, sits on public land but within a strictly controlled area. It is illegal to climb the structure, with the site patrolled by the Los Angeles Police and Fire Departments, park rangers, and monitored by surveillance cameras. Individuals caught trespassing or decorating the sign are typically arrested on the spot.
Trespassing on the site constitutes a misdemeanor offence, carrying potential penalties of a fine up to $1,000 or a jail sentence of up to six months. The Chamber has confirmed it is investigating the incident and could file a police report for trespassing and/or vandalism.
Production Company Warned
An email obtained by TMZ and allegedly sent to Sweeney's production company, Persuasion Pictures, explicitly warned that filming the landmark for commercial use requires a separate license from the Chamber—one that had neither been sought nor approved. The email reiterated that FilmLA had previously notified the production of this requirement.
Following the shoot, the bras were reportedly removed, though several were allegedly left behind on the hillside. The video concludes with the logo for SYRN, Sweeney's new venture.
Not the First Controversy
This incident marks the second major controversy surrounding Sweeney's promotional activities in recent months. Last summer, she faced significant backlash over an American Eagle advert featuring the tagline 'Sydney Sweeney Has Great Jeans,' a pun that some critics linked to eugenics and white supremacy, with comparisons drawn to Nazi propaganda.
In a recent interview with People magazine, Sweeney addressed the earlier controversy, stating her surprise at the reaction and affirming her stance against hate. 'I'm against hate and divisiveness,' she said, explaining her decision to break her usual silence on press matters. 'I hope this new year brings more focus on what connects us instead of what divides us.'
American Eagle defended the campaign, asserting it was solely about personal style and confidence. Meanwhile, Sweeney continues to promote her new film, The Housemaid, co-starring Amanda Seyfried. The legal ramifications of her latest stunt, however, now threaten to overshadow her professional endeavours.
