Sydney Sweeney is facing potential legal trouble after a bra-covered Hollywood Sign stunt meant to promote her new lingerie brand went viral. The late-night escapade, which the actress filmed and shared on social media, has now triggered an investigation by the Hollywood Chamber of Commerce over unauthorized use of one of the world’s most famous landmarks.
The 28-year-old Euphoria star reportedly climbed Mount Lee on January 22 with a small crew and draped multiple bras across the iconic white letters of the Hollywood Sign. Sweeney later posted footage of the stunt on Instagram, tagging her upcoming lingerie brand, Syrn. The video quickly spread online, drawing massive attention and raising eyebrows over how the group accessed the restricted area.
According to the Hollywood Chamber of Commerce, no permission was granted for the stunt. The organization, which owns the intellectual property rights to the sign, said it was completely unaware of the filming. Its president and CEO confirmed that any commercial use of the landmark requires proper authorization, which was not requested or approved in this case.
The Chamber has since launched an investigation to determine how the production accessed the site and whether any laws were broken. While no police report has been filed so far, officials have not ruled out further action.
Although the Hollywood Sign sits on public land, it is located in a restricted zone where climbing and physical contact are strictly prohibited. Under California law, trespassing can be charged as a misdemeanor and carry penalties of up to six months in jail and fines of up to $1,000. Vandalism charges could be more severe if authorities determine the sign was damaged, with fines potentially reaching $10,000.
Sweeney did obtain a filming permit from FilmLA, the nonprofit that oversees location shoots in Los Angeles County. However, the permit only allowed her to film the sign from a distance and did not grant permission to climb or decorate it. Nighttime footage reportedly shows Sweeney dressed in black as she climbed part of the sign, joking about the risk of getting caught. Several bras were allegedly left hanging after the shoot wrapped.
The incident has drawn comparisons to a 2017 stunt in which an artist altered the sign to read “Hollyweed.” In that case, the individual turned himself in and faced misdemeanor trespassing charges, though vandalism charges were dropped because the sign was not physically damaged. Sweeney’s situation could be viewed differently, as items were directly attached to the structure.
The stunt was designed to generate buzz ahead of Syrn’s launch on January 28. The lingerie brand has been in development for over a year and is backed by Coatue, a private equity firm whose Innovation Fund includes investments from family offices linked to Jeff Bezos and Michael Dell. Syrn plans to offer 44 sizes, ranging from 30B to 42DDD, with most pieces priced under $100 and categorized into four style lines.
Sweeney has previously spoken about struggling to find well-fitting bras, saying that experience heavily influenced her focus on inclusive sizing. Despite the controversy, interest in the brand has surged.
This is not the actress’s first brush with public backlash. Last year, her American Eagle campaign drew criticism over its slogan, which some interpreted as carrying problematic undertones. Sweeney later addressed the issue, saying she was surprised by the reaction and denied any intended meaning.
Professionally, Sweeney remains in demand, with recent box office success and growing business ventures. Whether the Hollywood Sign stunt ultimately boosts or damages her brand remains unclear. The Chamber has not announced when its investigation will conclude, and Sweeney’s representatives have yet to comment.
