Sydney Sweeney’s Hollywood bra stunt could spark legal action
Eyes are on actress Sydney Sweeney after the Euphoria star was captured on video scaling the Hollywood sign and hanging lingerie on the iconic landmark as part of promotional content for her upcoming lingerie brand.
The stunt has quickly gone viral and caught online attention. However, the Hollywood Chamber of Commerce has said the stunt was not authorized, and it could lead to legal action.
Newsweek has contacted a representative for Sweeney, the Los Angeles Police Department (LAPD) and the Hollywood Chamber of Commerce outside of regular working hours via email for comment.
Why It Matters
Sweeney, one of the most high-profile actors of her generation, was confirmed to be launching a lingerie line in June of 2025. Us Weekly reported that Sweeney has the financial backing of Amazon founder Jeff Bezos, shortly after she attended his wedding to Lauren Sanchez.
The 28-year-old is no stranger to controversy, particularly in relation to advertising in product marketing.
In 2025, she received significant attention first, for partnering with the personal care brand Dr. Squatch to launch a limited-edition soap which contained her bathwater, and then that same year, she appeared in an advertising campaign for American Eagle Outfitters, which had the tagline “Sydney Sweeney Has Great Genes.”
Critics of the American Eagle advert argued that the play on the word “genes” echoed eugenic ideology. The furore around the advert prompted a response from the White House, who criticized the backlash, and Sweeney later received further criticism for her response to the advert.
What To Know
Footage of the stunt was shared with TMZ, and Sweeney also shared a clip to her Instagram, which has been viewed 3.5 million times as of reporting.
The video has also gained significant traction on X, where reshares of Sweeney and TMZ’s work have amassed millions of views.
The video shows Sweeney and her production team getting into a van and driving up the mountain, before climbing the sign to hang bras from it.
In a statement given to the Los Angeles Times, the Hollywood Chamber of Commerce’s chief, Steve Nissen, said “The production involving Sydney Sweeney and the Hollywood Sign, as reported by TMZ, was not authorized by the Hollywood Chamber of Commerce nor did we have prior knowledge of it.”
“Anyone intending to use and/or access the Hollywood Sign for commercial purposes must obtain a license or permission from the Hollywood Chamber to do so,” Nissen said.
TMZ reported that the team had obtained a general permit to film in the area from FilmLA. The outlet also reported that the Chamber is investigating how and through what authority Sweeney accessed the site.
If a police report were to be filed, this could trigger a trespass investigation. However, a police report has not been filed, as per The LA Times.
The Instagram video caption reads “@syrn,” and links out to an Instagram page for the lingerie brand. The name reads, “SYRN by Sydney Sweeney,” and currently has a link to sign up for “early access” to the brand.
There has been a mixed response online to the stunt, with some social media users praising it and others sharing criticism.
What People Are Saying
@jadedkayla, a fan account on X in a post viewed over 60,000 times: “Sydney Sweeney reclaiming her body from Hollywood by putting her new lingerie line on the Hollywood sign.”
Jessica Vill, an author and screenwriter, commented on Sweeney’s Instagram post: “This is iconic.”
One social media user, in a comment on Sweeney’s Instagram, liked over 1,000 times: “embarrassing honestly.”
What Happens Next?
It is yet to be confirmed if Sweeney will face legal action.
