Sydney Sweeney Climbs Hollywood Sign to Promote Lingerie Line
Actress Sydney Sweeney posted Jan. 26 footage showing her and a crew draping hundreds of bras over the 50-foot-tall Hollywood sign without chamber approval.
Overview
Sydney Sweeney posted footage on Jan. 26 showing her and a crew climbing the Hollywood sign on Mount Lee and draping hundreds of linked bras across its 50-foot-tall letters, according to footage obtained by TMZ.
The Hollywood Chamber of Commerce and the nonprofit Hollywood Sign Trust said the production was not authorized, with Steve Nissen, the chamber's president and CEO, telling the Los Angeles Times and USA TODAY, "The production ... was not authorised ... nor did we have prior knowledge of it."
The Los Angeles Times reported that Sweeney's production company, Persuasion Pictures, obtained a FilmLA filming permit but that FilmLA cannot license use of the sign and the chamber said a separate commercial license is required.
Media reports said the video showed a break in a chain-link fence and that several bras remained on the hillside after filming, prompting suggestions Sweeney could face police investigation for trespass, according to El País and the Los Angeles Times.
The video's thumbnail promoted a Jan. 28 launch for Sweeney's lingerie line Syrn, and the Hollywood Chamber of Commerce said on Jan. 26 it is investigating how the production accessed the site while Sweeney's representatives did not immediately respond to requests for comment, USA TODAY reported.
Analysis
Center-leaning sources frame Sweeney’s stunt as sensational and potentially unlawful by foregrounding the Hollywood Chamber’s "unauthorized" statement, using loaded descriptors like "controversial" and "publicity stunt," and emphasizing clandestine visuals (climbing through a fence, ropes, bras on the sign). They also contextualize the act with past controversies to imply pattern and risk.
Sources (4)
FAQ
Sydney Sweeney and her crew climbed the Hollywood Sign, draping hundreds of linked bras from her lingerie line across its 50-foot-tall letters in a promotional video stunt.
No, the Hollywood Chamber of Commerce, which oversees the sign, did not authorize the production, despite a general filming permit from FilmLA; a separate commercial license was required.
She could face trespassing and vandalism charges due to climbing the protected sign without permission, cutting a fence, and leaving bras behind, though no police report has been filed as of latest reports.
The Hollywood Chamber of Commerce is investigating how the production accessed the site, but LAPD has not filed any police report yet.
The stunt promoted her new lingerie line called SYRN by Sydney Sweeney, which launched around January 28.
History
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