Sydney Sweeney faces possible legal action after climbing the Hollywood Sign to hang bras for a lingerie promotion, reigniting debate over celebrity stunts, trespassing, and the limits of viral marketing.
WEBDESK – Act Global Media – January 27, 2026
Sydney Sweeney has landed in potential legal trouble after scaling the iconic Hollywood Sign and hanging bras from the landmark as part of a promotional stunt for her new lingerie line, prompting allegations of trespassing and vandalism.
Videos circulating online show the Euphoria star climbing the letter “H” under the cover of darkness, accompanied by a small production crew filming the act for a planned campaign shoot. While the stunt quickly grabbed social media attention, it also drew scrutiny from authorities and the organization that oversees the sign.
According to sources cited by TMZ, Sweeney had obtained a filming permit from FilmLA to shoot near the Hollywood Sign. However, that permit did not authorize her or her team to climb or physically alter the landmark. The Hollywood Chamber of Commerce, which manages the sign, confirmed in an internal email that “no permission was granted to do this as is required,” opening the door to possible trespassing or vandalism charges.
Bras were later removed from the sign, though a few reportedly remained hanging for a period, further fueling criticism that the campaign crossed a legal and ethical line. The incident has reignited debate in Hollywood over how far celebrities and brands can go in the name of viral publicity.
The controversy comes amid claims that the campaign received backing from investors linked to Jeff Bezos, helping explain the scale and ambition of the production, though no official confirmation has been issued.
Industry insiders say the incident could complicate future filming permits around the Hollywood Sign, a tightly regulated landmark where access is strictly controlled to prevent damage and ensure safety.
The stunt coincides with a high point in Sweeney’s film career. Her 2025 thriller The Housemaid, directed by Paul Feig and co-starring Amanda Seyfried and Brandon Sklenar, has performed strongly at the box office, earning nearly $300 million worldwide. Critics largely praised the film for its suspense and performances, further cementing Sweeney’s status as one of Hollywood’s most bankable young stars.
For now, the actress has not publicly commented on the incident. But as authorities review the case, the episode serves as a reminder that even headline-grabbing promotion can come at a legal cost when it involves one of Hollywood’s most protected symbols.
