Sydney Sweeney recently sparked controversy after a bold promotional stunt involving the iconic Hollywood sign in Los Angeles. According to the owners of the landmark, the actress and entrepreneur did not have permission to use the sign in the way she did, leading to criticism from the organization responsible for protecting its image and rights.
The 28-year-old star, best known for her breakout role in the hit series Euphoria and her upcoming project The Housemaid, posted a video on Monday showing what appeared to be a late-night climb up Mount Lee, the hill where the Hollywood sign sits. In the footage, Sweeney and a group of companions can be seen making their way up the trail in the dark before hanging strings of bras across parts of the famous letters.
The stunt was part of a marketing campaign to promote her new lingerie brand, SYRN. The video, which Sweeney shared with her followers, carried a playful tone, with the actress giggling and treating the event as a cheeky publicity moment. However, the reaction from the landmark’s owners was far from amused.
Hollywood Sign Owners Respond
Shortly after the video gained attention online, the Hollywood Chamber of Commerce, which owns the intellectual property rights connected to the Hollywood sign, released a statement condemning the unauthorized action.
The chamber’s CEO, Steve Nissen, said the stunt was not approved and that the organization had no advance knowledge of it. He emphasized that the Hollywood sign is not only a globally recognized symbol but also protected property that requires formal licensing or permission for any commercial use.
According to the statement, anyone who wants to feature the sign for advertising, branding, or promotional purposes must obtain a license through the chamber. Nissen made it clear that no such permission was granted for Sweeney’s production or campaign.
In other words, while the video may have been intended as a fun and edgy marketing move, it crossed legal and professional boundaries by using one of the most famous landmarks in the world without authorization.
Why the Hollywood Sign Is Protected
Many people view the Hollywood sign as a public monument, but it is also a carefully managed symbol with strict rules around usage. The Hollywood Chamber of Commerce owns the rights to its image, meaning it can control how the sign appears in commercial projects.
This helps protect the landmark from being misused, altered, or turned into an advertising space without regulation. Unauthorized stunts not only create legal complications but also raise concerns about safety, preservation, and respect for the site.
Sydney Sweeney and Sensational Marketing
This is not the first time Sydney Sweeney has been linked to provocative or headline-grabbing promotional campaigns.
Last year, she made waves with a commercial for clothing retailer American Eagle. The ad featured the actress declaring she had “great jeans,” a line that unexpectedly became a political flashpoint. Critics debated the messaging, with some accusing it of promoting troubling cultural undertones, while others dismissed the backlash as overblown.
Sweeney also attracted attention with another unusual campaign when she appeared in an advertisement for Dr. Squatch soap. In that ad, she was shown taking a bath, and the concept escalated into a humorous product release where soap was marketed as being made from her bathwater, titled “Sydney’s Bathwater Bliss.”
These campaigns show a pattern of Sweeney embracing bold, unconventional marketing strategies—ones that generate strong public reactions and widespread online discussion.
Publicity vs. Permission
The Hollywood sign bra stunt highlights the fine line between creative promotion and unauthorized use of protected property. While celebrity-driven marketing often thrives on shock value and viral moments, major landmarks come with strict legal and ethical boundaries.
The Hollywood Chamber of Commerce’s response suggests that they take such violations seriously, especially when tied to commercial branding.
It remains unclear whether any legal action will follow, but the statement signals that the chamber wants to reinforce its authority over the landmark and discourage similar stunts in the future.
For Sydney Sweeney, the campaign has already achieved one thing: it has everyone talking. But it also raises questions about where publicity ends and responsibility begins.