Sydney Sweeney may face some trouble after climbing the iconic Hollywood sign to hang up bras in a stunt that sources said was to promote her lingerie brand
The actress, 28, made headlines after climbing the Hollywood Sign and adorning it in bras in a late-night stunt that added some serious support to the city’s most famous letters. In a video obtained by TMZ, a production team filmed Sweeney, who went incognito in a black outfit and hoodie, as she draped several lacy brassieres all connected on a clothesline over the letter “H.
” The Euphoria star was giggling while pulling off the bra-zen move, which is claimed to be an effort to promote her new lingerie line, which is backed by billionaire Jeff Bezos. According to the report, she may have an issue on her hands since Sweeney only got a permit from FilmLA to shoot the Hollywood Sign — but did not have permission to touch or climb it, per an email sent to her production team from the Hollywood Chamber of Commerce. A rep for the Chamber tells Us in a statement, “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. 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, nor did anyone seek a license or permission from the Chamber for that production.” Reps for the Chamber did not respond when asked whether they would be pressing charges for vandalism or trespassing.Last summer, a source told Us that the Housemaid star would be “launching a lingerie line very soon.” “This has been a huge project for her and something she’s been working on for the last year,” the insider shared at the time, noting that Sweeney’s new billionaire pal Bezos, 62, and his wife, Lauren Sánchez, “invested” in the business venture. Sweeney notably attended the couple’s June 2025 nuptials in Venice, Italy. In addition to her acting gigs, Sweeney has continued to expand her empire after becoming a household name. She serves as a global ambassador for HeyDude footwear, Bai beverages, Laneige skincare and Kérastase haircare. Plus, the star also released products with Frankies Bikinis and Dr. Squatch, the latter of which gained major attention for her bathwater soap. Sweeney is no stranger to controversy, having faced backlash over her American Eagle campaign featuring the double entendre tagline “Sydney Sweeney Has Great Jeans.” “Sydney thinks this whole thing has been blown out of proportion,” a source exclusively told Us in August 2025 after ad sparked a debate about beauty standards due to its play on the word “genes.” The source added, “She’s focusing her energy on work, including being back on set with her Euphoria family.”
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