Sydney Sweeney Controversy: Underwear Promotion at the Hollywood Sign Caused Permit Issues

Liputan6.com, Jakarta - Famous actress Sydney Sweeney, best known for her role in the series "Euphoria," recently made headlines for a controversial promotional stunt.

Sweeney reportedly climbed the iconic Hollywood Sign and hung a bra from it.

The incident, which occurred at night, was part of a marketing strategy for her new lingerie line.

Sweeney's stunt was filmed by a production crew and subsequently leaked to the media, sparking a heated debate over promotional ethics and the use of public property.

Although Sweeney's team claimed they had permission to film in the area, the owner of the Hollywood Sign, the Hollywood Chamber of Commerce, denied the allegations.

Sydney Sweeney chose the Hollywood Sign as the backdrop for the launch of her new lingerie line, a move that garnered widespread attention.

In a video obtained by TMZ, Sweeney is seen wearing dark clothing and a baseball cap as she climbs the sign's "H," carrying a bunch of bras to hang on it.

The lingerie line reportedly has the backing of Amazon billionaire Jeff Bezos and his wife, Lauren Sánchez, adding weight to this ambitious marketing campaign.

However, this boldness in promotion carries the risk of legal consequences.

Sydney Sweeney's team reportedly obtained permission from FilmLA to film in the area surrounding the Hollywood Sign.

However, the permit did not include the right to climb or touch the sign itself.

The Hollywood Chamber of Commerce, as the owner of the sign and its intellectual property, asserted that it did not provide approval or license for Sweeney's stunt.

The President and CEO of the Hollywood Chamber of Commerce, Steve Nissen, stated that the production involving Sydney Sweeney and the Hollywood Sign was not authorized by the Chamber and that they had no prior knowledge of it.

On January 23, 2026, the Hollywood Chamber of Commerce even sent a letter to Persuasion Pictures, informing them that they had no prior knowledge of Sweeney's stunt and had not provided approval.

For climbing and decorating the Hollywood Sign without permission, Sydney Sweeney could face potential legal action.

Possible charges include trespassing and/or vandalism.Although the hanging bras were reportedly removed from the sign after the shoot, it is suspected that Sweeney left some of them on the mountain.

The incident reportedly happened in the week leading up to January 26, 2026, and news of the controversy began to spread on that date.

Authorities are currently evaluating whether to file a police report, which could trigger an investigation and review by prosecutors.