Sydney Sweeney is facing scrutiny after staging a late-night promotional stunt at the Hollywood Sign without permission, according to the Hollywood Chamber of Commerce, which says it did not authorize the commercial use of the landmark.
The actor, best known for her role on “Euphoria,” documented the operation in a video shared to Instagram on Monday night. The footage shows Sweeney and a small team loading a van with bras before driving into the Hollywood Hills under cover of darkness.
Once at the site, the video captures Sweeney stringing the bras together and hanging them across the iconic white letters overlooking Los Angeles. The stunt was intended to promote a new women’s undergarment brand.
However, the Hollywood Chamber of Commerce—holder of the intellectual property rights to the Hollywood Sign—said the production was carried out without its consent. The Hollywood Sign Trust, the nonprofit organization responsible for managing and maintaining the landmark, also reportedly had no prior knowledge of the activity, according to the Los Angeles Times.
“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,” Steve Nissen, chief of the Hollywood Chamber of Commerce, told the LA Times in a statement. “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.”
Law enforcement has not yet taken formal action. The Los Angeles Police Department told the Times that no police report related to Sweeney’s alleged trespassing had been filed as of the report’s publication.
The incident adds to a growing list of controversies tied to advertising campaigns involving the actor. In November 2025, Sweeney became the center of an online backlash after starring in an American Eagle jeans campaign featuring the slogan “Sydney Sweeney Has Great Jeans,” a wordplay on “great genes.” Critics accused the campaign of celebrating white heritage, igniting a widespread social media debate.
Sweeney later addressed the controversy in a GQ cover story, where she pushed back against calls for clarification or apology.
“I’ve always believed that I’m not here to tell people what to think,” she said.
“I know who I am. I know what I value. I know that I’m a kind person,” she added. “I know that I love a lot, and I know that I’m just excited to see what happens next. And so I don’t really let other people define who I am.”
