Sydney Sweeney is facing potential legal issues due to a recent publicity event. Reports suggest she hung bras on the famous Hollywood Sign while promoting a lingerie brand.
TMZ reports that the 28-year-old actress from ‘The Housemaid’ was spotted climbing one of the large white Hollywood letters late at night while a film crew recorded the scene.
Footage shows Sweeney scaling the ‘H’ and then hanging bras as a clothesline on the structure.
TMZ reports the video was filmed to advertise Sydney Sweeney’s upcoming lingerie line, and Jeff Bezos, the founder of Amazon, is an investor in the brand.
Although the actress apparently had a permit to film, authorities suggest it didn’t cover the specific actions shown in the video.
According to TMZ, Sydney Sweeney’s film crew received permission to film near the Hollywood Sign, but they weren’t authorized to touch, climb, or change the sign in any way.
According to an email reportedly sent to the production company and obtained by TMZ, the Chamber of Commerce stated that filming the landmark for commercial purposes needs a specific license, which hadn’t been requested or granted.
We’ve learned that you and your team filmed the Hollywood Sign last night as part of a project for Persuasion Pictures. We want to inform you that the Hollywood Chamber of Commerce owns the rights to the Hollywood Sign’s image. You and the production company didn’t get permission to use any of the footage for commercial purposes.
Okay, so apparently, FilmLA had already warned them – warned them! – that they needed permission from the Chamber of Commerce before they even thought about filming that iconic sign for publicity. Can you believe it? They knew, and they still… it’s just infuriating! They had to get approval first, it wasn’t some secret rule, and now everyone’s talking about it!
Okay, so the people who own the Hollywood Sign – like, seriously own it, the Hollywood Chamber of Commerce – were NOT happy. I saw they talked to TMZ, and the chair basically said what happened was totally unauthorized. They were super clear: no one asked for permission, and you need permission to mess with that iconic sign! It’s like, how could anyone think they could just…do that?!
After the photoshoot finished, the bras were supposedly taken away, but some were said to have been left on the hill.
The Daily Mail has contacted both Sydney Sweeney’s team and the Hollywood Chamber of Commerce for comment, but they haven’t received a response yet.
As a lifestyle expert here in LA, let me tell you, the Hollywood Sign is seriously protected. For years, climbing it or trying to pull any stunts around it has been a big no-no. People who’ve tried it in the past have ended up getting arrested and facing fines – it’s just not worth it! They really keep a close watch on it to preserve this iconic landmark.
As a big fan of everything Sweeney does, I’m really hoping we get to see their footage used in something official someday! But from what I understand, it’s complicated. Apparently, even if they do use it, they’d need permission from the Hollywood Chamber of Commerce after it’s already been filmed, or they’d have to license it. It’s a bit of a hurdle, and I’m keeping my fingers crossed it gets sorted out!
After Sweeney’s actions, her name quickly became a top trending topic on X (formerly Twitter), sparking debate among fans and critics about whether it was a brilliant marketing move or simply a bid for attention.
Was it a deliberate attempt to get attention, or simply a bad decision? Either way, the brand is getting a lot of media coverage, according to one person online.
Another X user added: ‘It’s worth the fine for the exposure.’
‘That’s a pretty crazy stunt, considering how famous she already is…,’ a third marveled.
This summer, reports surfaced that Lauren Sweeney is starting a lingerie company with financial backing from Jeff Bezos. Us Weekly says Bezos has invested in the new business, which doesn’t have a name yet.
An insider revealed the Emmy-nominated actress is ‘launching a lingerie line very soon.’
The source said this project has been a major undertaking for her, and she’s dedicated the past year to it.
According to Puck, Ben Schwerin, a partner at the investment firm Coatue, is providing financial support for the new lingerie line.
Bezos and Michael Dell recently invested $1 billion in the company through their investment fund, Coatue Innovation Fund.
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2026-01-26 22:04