Sydney Sweeney hung strings of bras across the iconic Hollywood sign to promote her new lingerie business, Syrn. But the audacious stunt might have landed the Euphoria star in legal trouble.
On Monday night, the actor posted a video of herself and her team sneaking up Mount Lee in Griffith Park with bags of bras to hang across the Hollywood sign. The publicity stunt was filmed like a scene out of an action movie, with the crew all assembling in a black van in the middle of the night before climbing up to the Hollywood sign.
Sweeney is no stranger to a good publicity stunt, and has weaponized them to the best of her abilities over the years. Remember the speculation that she and Glen Powell were dating while filming their romantic comedy, Anyone But You? All the photos of them while filming and the speculation in the press ultimately led to the film raking in $220 million worldwide against a $25 million budget.
However, Sweeney might have pushed things too far with her bra stunt on the Hollywood sign… Although that might be part of the plan.
Sydney Sweeney didn’t get permission to hang bras on the Hollywood sign
While the actor’s bra stunt looked cool, Sweeney could be investigated for trespassing. She did not get permission from the Hollywood Chamber of Commerce, which owns the rights to the sign, per The Los Angeles Times. She also didn’t inform The Hollywood Sign Trust, which is responsible for managing the upkeep of the iconic landmark.
Steve Nissen, the chief of the Hollywood Chamber of Commerce, criticized the actor’s move in a statement to The LA Times. “Anyone intending to use and/or access the Hollywood Sign for commercial purposes must obtain a license or permission from the Hollywood Chamber to do so.”
“The production involving Sydney Sweeney and the Hollywood Sign, as reported by TMZ, was not authorized by the Hollywood Chamber of Commerce nor did we have prior knowledge of it,” he added. However, The LA Times did note that the crew had a permit from FilmLA to shoot in the general area, but not the sign itself.
An LA Police Department spokesperson told the outlet that a trespassing report has not been filed against Sweeney and her team at this time.
6 people were arrested for a similar stunt in October 2025
It might sound over the top to suggest that Sweeney could be arrested for hanging bras on the Hollywood sign, but a group of six people were arrested in October 2025 for pulling a similar stunt.
The LA Police Department revealed on Instagram that they detained the group for trying to hang a large banner on the first “O” in the sign. It’s unclear who the group were, or what they were trying to achieve with the banner (which depicted a large green and white pill), but they were arrested without incident.
So it would seem odd if Sweeney didn’t face some kind of repercussion for doing a similar thing to promote Syrn. Granted, this could all be a coordinated move with the Chamber of Commerce to create a controversial news story without any real legal implications. Because all this conversation does is keep Sweeney and her lingerie company in the headlines, so the publicity stunt has done its job regardless of whether she actually gets into legal trouble or not.
The other issue is whether fans will tolerate the actor’s latest move, since she previously found herself in hot water for the now-infamous American Eagle advert that read “Sydney Sweeney’s got great jeans.” Some took that as the company praising Sweeney’s ethnicity, which led to plenty of online backlash. Only time will tell if she gets as much criticism for the Hollywood sign stunt.
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