Reason Sydney Sweeney Could Face Charges Over Latest ‘Lingerie Stunt’
A bra promotion stunt may land the actor in legal trouble and draw the attention of a major Hollywood organization
William Morgan
Sydney Sweeney may be in hot water following a recent promotional stunt at one of America’s most famous landmarks.
The Euphoria star is reported to have climbed the iconic Hollywood sign under the cover of night, accompanied by a production crew and carrying numerous bras, seemingly to create content for her new brand.
Footage obtained by TMZ allegedly shows the 28-year-old dressed in black, with a hood and baseball cap concealing her identity, as she scales the 45-foot-high “H” of the 103-year-old landmark
Once at the summit, Sweeney and her team reportedly tied the bras together to create a makeshift clothesline, draping them across the letters before stepping back to admire their work. Although the actress had permission to film at the site, she could still face potential charges for trespassing and vandalism.
Sweeney’s stunt has been rebuked by a major Hollywood organization (JC Olivera/Variety via Getty Images)
An email from the Hollywood Chamber of Commerce, obtained by TMZ, claims that the Euphoria star did not secure the proper permits to use the iconic Hollywood sign for promoting her business.
The correspondence from the organization that manages the landmark states, “neither you nor the production company have sought or received permission… for any commercial use.”
Sweeney and her team did obtain a standard filming permit from FilmLA, but according to the Chamber, being unaware of additional licensing requirements is not a valid excuse.
The email continued: “We understand that you received a film permit from FilmLA, whose staff assures me that you were notified of the requirements to seek a license from the Chamber prior to your shoot.”
The Chamber’s chair confirmed to TMZ that “no permission was granted to do this as is required,” though they declined to comment on whether criminal charges could result from the stunt.
Sweeney may have options, however, by consulting some of her high-profile investors. Amazon founder Jeff Bezos and his wife, Lauren Sanchez, reportedly helped support the actor’s lingerie line, part of a consortium through the Coatue Innovation Fund. Grazia reports that the fund invested an astonishing $1 billion into the venture, even before it had an official name.
This level of backing may explain why Sweeney was among the select guests at Bezos and Sanchez’s $50 million Venice wedding in June 2025 just a month before she officially announced her new brand.
Sweeney’s lucrative investment from Bezos reportedly landed her an invite to his wedding (Luigi Iorio/GC Images)
A spokesperson for the Hollywood Chamber of Commerce told UNILAD: “The production featuring Sydney Sweeney and the Hollywood® Sign, as reported by TMZ, was neither authorized by the Hollywood Chamber of Commerce nor was the Chamber aware of it beforehand. The Hollywood Chamber of Commerce holds the intellectual property rights to the Hollywood® Sign, and anyone wishing to use or access it for commercial purposes must obtain a license or permission from the Chamber. No such license or permission was granted for the production involving Sydney Sweeney, and no request for approval was submitted to the Chamber.”
Leave a Reply