Actor Sydney Sweeney is facing criticism and possible legal trouble after a promotional stunt for her lingerie brand saw bras hung at the iconic Hollywood Sign without authorisation, according to the Hollywood Chamber of Commerce.
The controversy erupted after Sweeney shared a video on her social media accounts showing her and a production crew travelling to the Hollywood sign late at night. The footage shows the group carrying bags filled with lingerie, cutting through a steel fence and stringing bras across the landmark as part of a marketing campaign for her brand, SYRN.
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Hollywood Chamber of Commerce denies authorisation
Responding to the incident, the Hollywood Chamber of Commerce said it had no prior knowledge of the stunt and did not grant permission for commercial use of the site.
Steve Nissen, chief executive of the organisation, told The Los Angeles Times that any commercial activity at the Hollywood sign requires formal approval.
“Anyone intending to use and/or access the Hollywood Sign for commercial purposes must obtain a licence or permission from the Hollywood Chamber to do so. The production involving Sydney Sweeney was not authorised by the Hollywood Chamber of Commerce, nor did we have prior knowledge of it,” Nissen said, as quoted by the newspaper.
The statement follows reports by TMZ, which claimed that Sweeney’s team had obtained clearance from FilmLA, the official film permitting body for the city. The Chamber of Commerce, however, clarified that FilmLA approval does not extend to the Hollywood sign, which is managed separately.
Officials have not yet confirmed whether legal action will be pursued for trespassing or vandalism.
A pattern of controversial marketing
This is not the first time Sweeney has courted controversy through advertising campaigns. She previously drew online backlash for an American Eagle campaign built around the slogan “Sydney Sweeney has great jeans,” a play on the word “genes.” Critics accused the campaign of promoting problematic undertones, though the brand stood by the messaging and reported a sharp spike in sales.
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The actor has also faced scrutiny after being publicly praised by Donald Trump on social media, an episode that reignited debate around her public image and political associations.
Upcoming projects
Sweeney was last seen in the The Housemaid, alongside Amanda Seyfried and Brandon Sklenar. She is also set to return for season three of Euphoria, starring Zendaya and Jacob Elordi.
