Sydney Sweeney Under Fire for Unapproved Hollywood Sign Stunt Involving a String of Bras and a Midnight Climb
Sydney Sweeney is no stranger to the limelight, but her latest attempt at viral marketing has reportedly landed her in the crosshairs of local authorities. While the actress has recently been celebrated for her transformative role as a legendary fighter in the biopic Christy, her most recent climb wasn’t for a movie role.
Under the cover of night, Sweeney and a production crew reportedly hiked up Mount Lee to scale the iconic Hollywood Sign. Footage obtained by TMZ shows the Euphoria star ascending the structure to drape a series of bras across the letter “H” as a promotion for her new lingerie line.
The venture is reportedly backed by a massive investment from a firm linked to billionaire Jeff Bezos, making it one of the most well-funded celebrity startups in recent years. While the stunt was intended to generate buzz for the brand’s launch, the legal reality of the situation quickly became complicated.
According to reports, Sweeney’s team did secure a permit from FilmLA to shoot in the vicinity of the landmark, but that permission came with significant restrictions. She did not have permission to touch or climb the sign itself … and, like the bras, the permit had strings attached, a source noted regarding the limitations of the filming agreement.
The Hollywood Chamber of Commerce, which oversees the intellectual property and physical maintenance of the sign, reportedly sent an email expressing its disapproval. They clarified that the production company had been informed beforehand that they could not use the sign for commercial purposes without a separate license.
The unauthorized interaction with the protected landmark has raised the possibility of legal repercussions for the star and her team. Sydney climbing the hill and the sign and then festooning it with bras could even put her in legal jeopardy for criminal trespass and/or vandalism, the report added.
Sydney Sweeney Climbs Hollywood Sign with Bras in Legally Dicey Move https://t.co/HLZkX3qlyk pic.twitter.com/Qxp5MzCbkZ
— TMZ (@TMZ) January 26, 2026
As of late January, Sydney Sweeney remains one of the busiest figures in the industry despite the looming controversy. Her psychological thriller The Housemaid hit theaters in late 2025, where she played Millie Calloway alongside Amanda Seyfried. Sweeney received widespread acclaim for the role, and a sequel has already been greenlit.
Looking ahead, Sweeney is set to portray another legend in the romantic drama Scandalous, where she will play Old Hollywood icon Kim Novak. Directed by Colman Domingo, the film focuses on Novak’s secret 1950s romance with Sammy Davis Jr. and is scheduled to begin filming in early 2026.
For fans of her television work, the wait for Euphoria Season 3 is nearly over. After significant delays and rewrites, the new season is expected to debut on HBO in late 2026, following a major time jump that catches up with the characters as adults.
Do you think Sydney Sweeney’s choice of a landmark for her marketing stunt was a stroke of genius or a step too far into legal trouble? Share your thoughts in the comments.