Video footage of actress Sydney Sweeney climbing the iconic Hollywood Sign at night – and hanging a string of bras across one of its giant letters – has set off a swirl of controversy. The “Euphoria” star’s bold stunt, intended to promote her new lingerie line, has quickly gone viral, but not everyone is applauding. Officials and onlookers alike are questioning the legality and wisdom of the bra-draping escapade. Any publicity might be good publicity, as the saying goes, but this daring move is testing that adage amid mounting backlash.
The Daring Late-Night Stunt
- Climbing the Hollywood Sign: In footage first obtained by TMZ, 28-year-old Sydney Sweeney is seen scaling the 50-foot-tall “H” of the Hollywood Sign under cover of darkness. Accompanied by a small film crew, she proceeds to toss several clotheslines of bras over the massive letters, effectively draping the landmark in lingerie. Sweeney later shared a clip of the stunt on her own Instagram, confirming it was a planned event and not a random prank. The bras were reportedly removed after the shoot, leaving no physical damage to the sign.
- Promotion for a Lingerie Line: The audacious act was part of a promotional campaign for Sweeney’s upcoming lingerie brand. In the Instagram video caption, Sweeney tagged “@SYRN by Sydney Sweeney,” which links to a new lingerie line offering sign-ups for early access. The line, called SYRN, was first confirmed in mid-2025, reportedly with significant backing from Amazon founder Jeff Bezos. By literally hanging her bras on Hollywood’s most famous sign, Sweeney created an instant viral buzz around her brand. Within hours, her video racked up millions of views on Instagram and X (formerly Twitter), proving that the stunt succeeded in grabbing attention newsweek.com.
Unauthorized and Official Backlash
Sweeney’s headline-grabbing stunt may have thrilled fans, but it did not thrill the Hollywood Chamber of Commerce, which oversees the sign’s usage rights. Steve Nissen, the Chamber’s President and CEO, publicly reprimanded the production after seeing the viral video theguardian.com. In a statement provided to the Los Angeles Times, Nissen emphasized that no permission or license was granted for Sweeney’s team to access or film the Hollywood Sign, which is required for any commercial use of the landmark.
“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,” Nissen noted, adding that Sweeney’s production “was not authorized… nor did we have prior knowledge of it.”.
The Hollywood Chamber owns the intellectual property rights to the image of the Hollywood Sign, and normally charges a licensing fee (proceeds help maintain the sign) for any filming or promotional activities involving it. In this case, neither the Chamber nor the sign’s managing trust knew about the stunt until it was publicized. The fact that Sweeney’s crew secured a general film permit from FilmLA for the area but failed to get the special permission to feature the sign has been a focal point of criticism. The Chamber has stated it is investigating how Sweeney’s team accessed the restricted site and whether any rules were broken.
Could There Be Legal Consequences?
Beyond the PR backlash, Sweeney’s stunt could potentially land her in legal hot water. The Hollywood Sign is heavily secured – ringed by fences, cameras, and no-trespassing notices – and unauthorized intrusions have historically led to trespassing charges. In Sweeney’s case, the footage appears to show her team breaching a fence to reach the sign, raising the specter of legal repercussions. Los Angeles police say that as of Monday, no police report had been filed related to the incident. However, if the Hollywood Chamber or land managers were to file a complaint, it could trigger a police investigation for trespassing. LAPD officials confirmed that no vandalism was reported, likely because the bras caused no damage and were taken down promptly, but unlawful entry alone can merit a misdemeanor trespass charge latimes.com.
There is precedent for such enforcement. In 2017, a prankster who altered the sign to read “Hollyweed” was arrested for trespassing. More recently, in early 2025, a man was arrested for climbing the letter “D” during a social media stunt, even though he caused no harm to the structure. And in 2021, a group of YouTubers were detained after attempting a “Hollyboob” alteration to protest Instagram’s policies. These examples underline that authorities take Hollywood Sign incursions seriously, especially when done for publicity. For now, Sweeney has not been cited or charged – the Chamber is still deliberating its next steps – but the possibility of legal action looms if they choose to make an example of this unauthorized marketing ploy.
Mixed Public Reaction Online
Online, the stunt has ignited a heated debate. On one hand, many fans and commentators have praised Sweeney’s chutzpah and creativity. Some interpreted the bra-hanging as an empowering statement – for instance, one fan tweeted that it was like “Sydney Sweeney reclaiming her body from Hollywood” by boldly decorating Hollywood’s own sign with her lingerie line newsweek.com. An author and screenwriter replied on Sweeney’s Instagram, calling the stunt “iconic,” applauding the actress’s daring approach. Such supporters argue that the move was a cheeky and memorable way to subvert expectations and generate buzz for a women-led business venture.
On the other hand, critics on social media have slammed the move as reckless or cringeworthy. Some comments labeled the stunt “embarrassing, honestly”, suggesting it came off as a desperate grab for attention. Others expressed concern that Sweeney’s actions might inspire copycats or pose safety risks, given the steep terrain and strict rules around the landmark. The unauthorized nature of the act also rubbed many the wrong way – what if every brand pulled stunts on the Hollywood Sign without permission? The mixed response shows that while Sweeney’s brazen marketing succeeded in virality, it also divided public opinion.
A History of Bold PR Moves
This isn’t the first time Sydney Sweeney’s promotional tactics have courted controversy. The actress has proven to be quite savvy about making headlines – sometimes walking a fine line between innovation and provocation. In 2025, Sweeney made waves with an unusual collaboration with a personal care brand Dr. Squatch, selling a limited-edition soap that allegedly contained a small amount of her own bathwater newsweek.com. The offbeat product sparked plenty of chatter, blurring the line between genuine product and publicity stunt.
That same year, Sweeney faced backlash for a jeans advertisement with clothing retailer American Eagle. The campaign’s tagline, “Sydney Sweeney Has Great Genes,” was a pun that many found tone-deaf – some critics claimed it carried uncomfortable eugenics connotations. The uproar grew so loud that even the White House commented on the controversy, defending Sweeney against unfair backlash. Sweeney herself expressed surprise at the interpretation, stating she never intended such a message and disavowed the meanings others projected onto the ad.
This track record shows Sweeney is no stranger to pushing boundaries in marketing, intentionally or not. Her ventures often generate viral attention – and sometimes spark important conversations (for better or worse) about the messages in advertising. The Hollywood Sign bra stunt is the latest and arguably most daring example, aligning with her pattern of high-profile promotions that get everyone talking.
Bold Marketing Gamble – Worth the Backlash?
Sydney Sweeney’s wild Hollywood Sign stunt certainly achieved its primary goal: people everywhere are buzzing about SYRN, her new lingerie line. The actress successfully grabbed headlines and social feeds by doing something unforgettable on one of Los Angeles’ most guarded landmarks. In an era of information overload, such bold tactics can be a way to cut through the noise. However, the ensuing backlash from officials – and mixed public reactions – highlight the risk of crossing lines in pursuit of publicity. Unauthorized antics can carry real-world consequences, from damaged industry relationships to potential legal charges, even for a Hollywood star.
Only time will tell if this daring PR gamble pays off. Will it translate into brand momentum and sales? Or will any legal fallout and criticism overshadow the campaign’s cleverness? For now, Sydney Sweeney has the world’s attention, and perhaps that’s exactly what she wanted. But as she’s likely learning, when you hang your brand on the Hollywood Sign (literally), you’d better brace for the spotlight – and all the heat that comes with it.What do you think of Sweeney’s stunt? Brilliant guerrilla marketing or a step too far? The debate itself is part of the spectacle. One thing’s for sure: in Hollywood, the lines between publicity and provocation are as thin as the bras fluttering on that famous “H.” And in true Tinseltown fashion, the saga has only added to Sydney Sweeney’s rising fame – for better or for worse.
