Sydney Sweeney Criticized for Unauthorized Bra Display on Hollywood Sign

Actor Sydney Sweeney has sparked controversy in Los Angeles after hanging lingerie over the iconic Hollywood sign as part of a promotional campaign. According to the Hollywood Chamber of Commerce, the bra-draping stunt was not approved and violated the organization’s control over the landmark.

Sweeney posted videos on social media showing herself and a team climbing up to the sign on Mount Lee and stringing dozens of bras across the 50-foot letters. The stunt reportedly promoted a new lingerie brand called Syrn, with which the star is associated.

Speaking to the LA Times, Steve Nissen, president and CEO of the Hollywood Chamber of Commerce, stated:

“The production involving Sydney Sweeney and the Hollywood Sign … was not authorised by the Hollywood Chamber of Commerce nor did we have prior knowledge of it.”

Although Sweeney’s production company Persuasion Pictures reportedly secured a filming permit from FilmLA, the Chamber emphasized that a separate permit is required to use the Hollywood sign due to trademark and licensing rights.

Several outlets have also suggested that Sweeney could face a trespassing investigation, after footage appeared to show the group entering the restricted area through a fence.

This is not the first time Sweeney’s marketing efforts have drawn attention. A previous American Eagle campaign featuring the slogan “Sydney Sweeney has great jeans” was criticized online for allegedly implying eugenic undertones.