Hollywood sign owners say Sydney Sweeney’s lingerie stunt was unauthorised

The owners of the Hollywood sign say Sydney Sweeney did not receive permission before using the landmark in a promotional stunt for her new lingerie brand.

The Hollywood Chamber of Commerce, which controls the rights to the sign, said it had no prior knowledge of the overnight display and did not authorize its use. Footage shared by Sweeney shows bras draped across the iconic letters as part of a campaign promoting her SYRN lingerie line.

In a statement, the Chamber said it owns the intellectual property rights to the Hollywood sign and requires approval for any commercial or promotional use. It added that no license or permission was granted for the production involving the actor.

The organization’s website outlines strict rules governing how the landmark can be used, particularly for advertising or brand promotion.

A representative for Sweeney has not publicly responded to requests for comment.

The incident has renewed attention on how celebrities and brands engage with protected public landmarks, and the role of owners in enforcing those boundaries.