Sydney Sweeney is no stranger to bold choices, but her latest promotional idea may have crossed a legal line. The 28-year-old The Housemaid star is facing controversy after allegedly climbing the iconic Hollywood sign to hang bras as part of a promotional shoot for her lingerie brand.
According to TMZ, Sydney was reportedly seen climbing the sign a few days ago to string up a clothesline of bras. The stunt was allegedly filmed for promotional content tied to her lingerie line, which notably counts Jeff Bezos as an investor.
TMZ has video footage of the alleged moment, which quickly sparked debate online—not just about the stunt itself, but whether it was legally permitted.
While Sydney reportedly obtained a permit from FilmLA to shoot at the Hollywood sign, TMZ reports that she did not receive permission to physically interact with the landmark.
“Sydney got a permit from FilmLA to shoot the Hollywood Sign, but she did not have permission to touch or climb the sign itself.”
That distinction may be critical. The Hollywood sign is not only a protected landmark but also tightly controlled in terms of commercial use. According to TMZ, the outlet obtained an email allegedly sent by the Hollywood Chamber of Commerce addressing the situation.
The email reads:
Marcus-
It has come to our attention that you and crew filmed the Hollywood Sign last night for a production connected with Persuasion Pictures. Please be advised that the Hollywood Chamber of Commerce owns the intellectual property rights to use of the image of the Hollywood Sign and neither you nor the production company have sought or received permission to use the images captured for any commercial use. We understand that you received a film permit from FiImLA, whose staff assures me that you were notified of the requirements to seek a license from the Chamber prior to your shoot.
Please contact me so that we can discuss this and work to reach an agreement on your proposed use of our IF).
Thank you for your cooperation.
In a statement to TMZ, the Chair of the Hollywood Chamber of Commerce confirmed the lack of authorization, saying:
“There was no permission granted to do this as is required.”
The potential consequences could be serious. TMZ reports that the incident could lead to criminal trespass and/or vandalism charges, though the Hollywood Chamber of Commerce has not yet indicated whether it plans to pursue legal action.
For now, the situation remains unresolved, and Sydney has not publicly addressed the controversy. The incident has sparked debate about celebrity marketing stunts, landmark protections, and where creativity ends and legality begins.
As more information becomes available, all eyes remain on how this situation will unfold—and whether the promotional footage will ever see the light of day.
