A daring stunt to launch a new lingerie line has landed actress Sydney Sweeney in potential legal trouble. The 28-year-old, known for her roles in critically acclaimed shows likeEuphoriaandThe White Lotus, reportedly scaled the iconic Hollywood sign with a team, draping it with bras from her brand, SYRN.
The actress unveiled the audacious promotion through a video shared online, showcasing the group’s ascent and the resulting display of lingerie against the famous landmark. While the team later removed the items, reports suggest some were left behind on the hillside, sparking immediate controversy.
Despite claims of possessing a filming permit, the stunt was unauthorized. The Hollywood Chamber of Commerce, which holds the rights to the Hollywood sign’s image, confirmed no license or permission was granted for the commercial activity. Access to the landmark requires explicit approval from both the Chamber and the Hollywood Sign Trust.
Even with a location filming permit obtained through FilmLA, the crucial element of approval to physically interact with – or alter – the sign was missing. The area surrounding the Hollywood sign is considered restricted, and climbing the structure itself carries legal consequences.
Trespassing on the site could result in a misdemeanor charge, punishable by a fine of up to $1,000 or even six months in jail. The Chamber of Commerce is currently investigating the incident to determine the full extent of any violations.
A letter was reportedly sent to the production company, asserting the Chamber’s intellectual property rights over the Hollywood sign’s image and highlighting the lack of permission for commercial use of the captured footage. The situation remains fluid as the investigation unfolds.
Sweeney previously spoke about her vision for SYRN, emphasizing a desire to create lingerie that caters to diverse body types and lifestyles. She recalled her own experiences with ill-fitting bras as a young girl and aimed to offer a more inclusive and comfortable alternative.
This isn’t the first time Sweeney has faced public scrutiny for her involvement in advertising. Last year, a campaign with American Eagle, featuring the tagline “Sydney Sweeney Has Great Jeans,” drew criticism for perceived implications related to her heritage.
Sweeney responded to that controversy by stating she wouldn’t attempt to explain her choices, emphasizing her self-awareness and commitment to her values. She maintained a firm stance on defining herself rather than allowing others to dictate her identity.
The current situation surrounding the Hollywood sign stunt is still developing, and the actress has yet to publicly address the unfolding events. The outcome of the investigation could determine whether she faces further repercussions for the unauthorized promotion.
