Sydney Sweeney, known for her role in the series Euphoria and the film The Housemaid, has sparked controversy following a stunt to promote her new lingerie brand. The 28-year-old actress climbed the iconic Hollywood sign with a film crew during the night, filming a video that quickly went viral and put her in potential legal jeopardy.
Details of the Unapproved Hollywood Sign Incident
In the footage, Sweeney is seen wearing a hoodie alongside a man whose face is concealed by a scarf as they reached the landmark under the cover of darkness. The clip, exclusively obtained by TMZ, shows the pair hanging several bras—part of Sweeney’s forthcoming underwear collection—on the towering letters. This brand has attracted reported investments from Jeff Bezos and Lauren Sanchez, explaining Sweeney’s presence at their wedding in Venice last summer.
During the video, Sweeney climbs between the large letters and navigates scaffolding to attach the lingerie in a long linked chain, accompanied by muffled laughter, portraying a playful but unauthorized prank. The Hollywood sign, governed by the Hollywood Chamber of Commerce, is a protected symbol of the city and cannot legally be touched or climbed. Although accessible by several trails during the day, direct contact is prohibited due to safety and preservation concerns.
Official Response and Legal Implications
The clandestine nature of the stunt was confirmed by the Hollywood Chamber of Commerce in a statement following the video’s release. Steve Nissen, the Chamber’s chief, said,
“The production involving Sydney Sweeney and the Hollywood Sign, as reported by TMZ, was not authorized by the Hollywood Chamber of Commerce nor did we have prior knowledge of it,”
and added,
“Anyone intending to use and/or access the Hollywood Sign for commercial purposes must obtain a license or permission from the Hollywood Chamber to do so.”
When asked whether legal action would be pursued against Sweeney, representatives from the Chamber stated,
“We are still investigating how and under what authority, if any, the production team accessed the venue.”
Permit Requirements and Jurisdiction Restrictions
Sweeney and her team should have sought a permit from FilmLA, the official body overseeing film and television production in the city, responsible for managing permits and promoting Los Angeles as a global filming location. However, FilmLA cannot authorize activities involving climbing or physically interacting with the Hollywood sign, as this falls outside their jurisdiction and lies within the authority of the Hollywood Chamber of Commerce.
After filming concluded, the crew removed most of the bras, but a few remained scattered near the site, creating physical evidence of the unauthorized stunt. These remnants could pose additional challenges for Sweeney if the Chamber chooses to escalate the situation legally.
Potential Impact on Sydney Sweeney and Future Precautions
This incident places Sydney Sweeney under scrutiny for disregarding regulations meant to protect a major Los Angeles landmark. The stunt not only risks legal consequences but also raises concerns about the safety and preservation of the Hollywood sign. Moving forward, the outcome of the ongoing investigation will determine the actress’s liability and may influence how similar promotional activities are managed around protected sites in the entertainment capital.
