Los Angeles, CA —
Sydney Sweeney, the breakout Euphoria and The White Lotus star, is at the center of a growing controversy after staging a bold (and unauthorized) promotional stunt involving the iconic Hollywood Sign to promote her upcoming lingerie line.
The incident — captured in viral video footage — shows Sweeney and a small crew scaling the hillside under cover of darkness to drape dozens of bras across the letters of the Hollywood Sign, a move that has sparked both legal scrutiny and a social media firestorm.
The Stunt: What Happened at the Hollywood Sign
According to eyewitness news and TMZ footage, Sydney Sweeney was filmed climbing up to the Hollywood Sign and stringing bras around the structure as part of what appears to be a promotional push for her new lingerie brand.
Though her team reportedly secured a standard filming permit from FilmLA, they did not obtain the necessary permission or license from the Hollywood Chamber of Commerce, which holds the intellectual property rights to the landmark and controls commercial use of the sign.
Hollywood Chamber of Commerce President Steve Nissen confirmed the stunt was not authorized and emphasized that any commercial activity involving the sign must have prior approval from the organization.
Potential Legal Trouble
Legal experts say Sweeney could face a range of consequences, including trespassing or vandalism charges, if the Chamber chooses to pursue action. While the LAPD has not yet filed a police report, officials are reportedly still reviewing the incident.
Though most of the bras were taken down after filming wrapped, the stunt has drawn attention to the strict rules governing access to and commercial use of the Hollywood Sign — rules that Sweeney’s team appears to have overlooked.
Public Reaction & Backlash
The celebrity stunt triggered a wave of criticism online. Many fans and commentators said the timing and execution were tone-deaf, arguing the promotional tactic overshadowed more pressing global news and questioned whether breaking rules was worth the attention. Others defended Sweeney’s marketing creativity, claiming that controversy can fuel brand awareness.
This is not the first time the actress has encountered backlash over her promotional choices. In 2025, an American Eagle campaign featuring Sweeney drew criticism for perceived racial insensitivity — a controversy she publicly addressed by emphasizing her personal values of kindness and unity.
What This Means for Sydney Sweeney’s Brand
As one of Hollywood’s most talked-about young talents, Sydney Sweeney’s venture into fashion and consumer goods with her lingerie brand is ambitious. However, the legal and public relations fallout from the Hollywood Sign stunt could impact how the brand is perceived in an era where consumers and authorities are increasingly vigilant about ethical and lawful marketing.
Whether this controversy will translate into legal action or long-term damage to Sweeney’s reputation remains to be seen — but one thing is certain: the stunt has succeeded in putting the actress and her new lingerie line at the center of conversation.
