Thursday, January 29, 2026-Actress Sydney Sweeney sparked significant controversy after she climbed the iconic Hollywood sign and draped it with a clothesline of bras in a filmed promotional stunt for her new lingerie brand, SYRN.
Footage shared on social media showed Sweeney and a small crew scaling the hillside at night and hanging the bras across the landmark’s letters as part of a marketing push. The stunt quickly drew widespread attention but not the kind of approval her team might have hoped for.
Officials who manage and own the rights to the Hollywood sign made it clear that Sweeney did not have permission to climb, touch, or decorate the sign itself.
The Hollywood Chamber of Commerce, which controls licensing and commercial use of the landmark’s image, stated that while a general filming permit was obtained from the city’s FilmLA office, no authorization was granted for physical access or alteration of the sign for commercial purposes. Under the rules, anyone wishing to use the sign in this way must secure specific permission and licensing from the Chamber.
The unauthorized stunt has prompted scrutiny and raised the possibility of legal consequences, including potential trespassing or vandalism charges, though at the time authorities had not filed any formal report or charges. The bras were reportedly removed after the shoot, and the Chamber said it is still investigating how the production accessed the site without approval.
The incident highlights the strict protections around one of Los Angeles’s most recognized landmarks and the risks that come with high‑profile publicity stunts that bypass required permissions.
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