Sydney Sweeney, known for her role in Euphoria, recently sparked controversy after reportedly climbing the famous Hollywood sign in Los Angeles to film a promotional stunt for her new brand. The incident, which took place in the early hours under the cover of darkness, involved Sweeney and her production crew hanging bras between the sign’s letters, raising concerns about trespassing and vandalism.
Details of the Controversial Climb and Filming
According to video footage obtained by TMZ, the 28-year-old actress was dressed in black with a hood and baseball cap as she ascended the 45-foot-tall “H” of the nearly century-old landmark. After reaching the top, Sweeney and her team arranged numerous bras into a clothesline across the letters of the iconic sign. While the shoot was ostensibly permitted for filming by a company called FilmLA, questions quickly arose about whether the appropriate licenses for commercial use were secured.
Dispute Over Permits and Commercial Rights
The Hollywood Chamber of Commerce, which owns the intellectual property rights for the Hollywood sign, issued a statement clarifying that Sweeney and the production company did not have authorization for commercial use of the landmark. An email shared with TMZ emphasized that while a general film permit was obtained from FilmLA, additional licensing from the Chamber was required but not sought.
The email noted,
“We understand that you received a film permit from FilmLA, whose staff assures me that you were notified of the requirements to seek a license from the Chamber prior to your shoot.”
Despite this, the Chamber maintained that ignorance of these rules does not exempt anyone from compliance.
The Chamber’s chair reinforced this point, confirming there was
“no permission granted to do this as is required,”
but declined to speculate on whether criminal charges might result from the stunt.
High-Profile Backing for Sweeney’s New Venture
Though the stunt has caused legal scrutiny, Sydney Sweeney’s burgeoning business venture enjoys substantial support from influential backers. Reports indicate Amazon founder Jeff Bezos and his wife, Lauren Sanchez, are among the key investors helping to launch the actress’s new lingerie line. According to Grazia, the Coatue Innovation Fund, which includes Bezos and Sanchez, invested a remarkable $1 billion into the brand before its official launch—highlighting the seriousness and scale of the project.
Sweeney’s close ties to her investors are reflected in her attendance at the extravagant $50 million wedding of Bezos and Sanchez in Venice, scheduled for June 2025. The actress announced her new brand just a month after the event, marking it as a pivotal moment in her entrepreneurial career.
Official Statement from the Hollywood Chamber of Commerce
A Chamber of Commerce spokesperson told UNILAD,
“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. The Hollywood Chamber of Commerce owns the intellectual property rights to the image of the Hollywood® Sign, so that 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. The Hollywood Chamber of Commerce did not grant a license or permission of any kind to the production involving Sydney Sweeney as reported by TMZ, nor did anyone seek a license or permission from the Chamber for that production.”
Potential Consequences and Industry Repercussions
This incident highlights the complexities surrounding the use of landmark imagery for commercial activity in Los Angeles. With the Hollywood sign holding both symbolic and legal weight, unauthorized stunts risk significant penalties. Sydney Sweeney’s stunt not only exposes her to possible charges of trespassing and vandalism but also underscores the critical importance of securing comprehensive permits when filming at protected locations. The outcome of this case may influence how celebrities and production companies approach similar promotional events in the future, potentially prompting tighter regulation or enforcement around landmark usage.
