Sydney Sweeney sparks backlash after climbing Hollywood Sign for lingerie campaign

Sydney Sweeney sparked controversy after climbing the Hollywood Sign to hang bras for a lingerie campaign

Sydney Sweeney is facing potential legal scrutiny after a controversial stunt involving the iconic Hollywood Sign drew attention from both fans and authorities. 

The Euphoria star reportedly climbed the landmark and hung bras from one of its letters as part of a promotional campaign for her new lingerie line.

Video footage circulating online shows Sweeney scaling the “H” of the Hollywood Sign under cover of darkness, accompanied by a production crew filming the moment. While the stunt generated significant buzz, it also raised immediate legal concerns. According to reports, Sweeney obtained a permit from FilmLA to film near the landmark, but did not receive authorization to climb or alter the sign itself.

Sydney Sweeney snuck up to the Hollywood Sign, scaling the “H,” and stringing bras across it 😳 Sydney Sweeney did hang bras on the iconic Hollywood Sign. The act was a promotional stunt for the launch of her new lingerie line, which is backed by an investment from Jeff Bezos… pic.twitter.com/7Fg9PwKtsy

— Larry Conger 🇺🇸 (@eMTBrides) January 26, 2026

The Hollywood Sign is overseen by the Hollywood Chamber of Commerce, which reportedly confirmed that no permission was granted for the activity. An email obtained by TMZ emphasized that altering or accessing the sign without approval could constitute trespassing or vandalism, both of which carry potential legal consequences.

Although the bras were eventually removed, some were left hanging temporarily, prompting further debate about accountability and the boundaries of publicity stunts involving protected landmarks. The incident has reignited discussion about how far celebrities and brands can go in the name of promotion without crossing legal lines.

The controversy arrives as Sweeney continues to gain momentum in her acting career. Her latest film, The Housemaid, released in December 2025, has performed strongly at the box office and earned generally positive reviews. The psychological thriller stars Sweeney alongside Amanda Seyfried and Brandon Sklenar and has been praised for its suspense and performances.

As the situation unfolds, the stunt may have implications for future filming permits near the Hollywood Sign, highlighting ongoing tension between creative marketing strategies and strict preservation rules in Los Angeles.