Actress Sydney Sweeney has come under scrutiny after staging a late-night publicity stunt at the Hollywood sign to promote her upcoming lingerie line, Syrn. The Euphoria star posted footage on Instagram showing herself and a team climbing the iconic landmark and stringing bras across each letter.
Hollywood Chamber Responds
The stunt was not authorized by the Hollywood Chamber of Commerce, which owns the intellectual property rights to the sign. Officials from both the Chamber and the Hollywood Sign Trust told the Los Angeles Times they were unaware of the activity until they saw the video.
“Anyone intending to use and/or access the Hollywood Sign for commercial purposes must obtain a license or permission from the Hollywood Chamber,” said Chamber chief Steve Nissen. “The production involving Sydney Sweeney and the Hollywood Sign was not authorized by the Hollywood Chamber of Commerce nor did we have prior knowledge of it.”
Permits and Restricted Access
While Sweeney’s team did secure a permit from FilmLA to shoot in the area, filming at the sign itself requires a special license due to restricted access. The video shows the actress and her crew carrying duffel bags up the hillside, entering through a hole in a fence, and using ropes to climb the structure. Once at the sign, they draped bras over each letter, with Sweeney climbing the back of the “H” to sling lingerie across the top. The footage ends with the 28-year-old smiling in front of the fully adorned sign, followed by a promotion for Syrn.
Police Reaction
According to LAPD spokesman Officer Tony Im, no police report has been filed for trespassing or vandalism. TMZ reported that while most of the bras were removed after filming, several were left behind.
Industry and Public Reaction
The stunt has sparked debate about celebrity publicity tactics and the use of protected landmarks for commercial gain. While fans praised Sweeney’s boldness and creativity, critics questioned the legality and safety of the act. The Hollywood Chamber emphasized that commercial use of the sign without permission is prohibited, raising concerns about future unauthorized stunts.
Looking Ahead
Despite the controversy, the stunt succeeded in drawing attention to Sweeney’s lingerie line, which is set to launch later this year. Whether the incident results in legal consequences remains unclear, but it has already cemented itself as one of Hollywood’s most talked-about publicity moves of 2026.
