Los Angeles — Actress Sydney Sweeney climbed the iconic Hollywood Sign late at night and strung bras across the letters as part of a promotional video for her upcoming lingerie line, according to multiple reports.
The stunt, which was filmed by a production crew, has drawn attention from officials and the public due to the protected status of the landmark. The Hollywood Chamber of Commerce, which owns the sign, stated that no permission was granted for the activity.
Sweeney could face charges related to trespassing or vandalism, though no formal action has been confirmed.
Footage obtained by TMZ shows Sweeney scaling the letter "H" on the Hollywood Sign in Los Angeles a few days before January 26, 2026. Accompanied by a production team, she carried bras to the top of the letters and connected them into a clothesline-like display across the sign. She appeared satisfied as she viewed the result.
The bras were attached using their straps, creating a makeshift decoration. Most were removed after the shoot, though some reports indicate four or five remained on the sign.
The incident occurred under cover of darkness, with the crew filming the entire process.
When and Where It Happened
The stunt took place at the Hollywood Sign in Griffith Park, Los Angeles, California, several days prior to January 26, 2026. The Hollywood Sign is a protected landmark situated on Mount Lee, overlooking the city.
Climbing or altering the sign is restricted due to its status as a cultural icon and protected site.
Who Is Involved
Sydney Sweeney, known for her roles in "Euphoria" and other projects, was the central figure in the stunt. A production crew accompanied her to film the sequence.
The activity was reportedly intended to promote her new lingerie line, which has received investment backing from billionaire Jeff Bezos and his wife, Lauren Sánchez. The line was first reported in July 2025 as a project Sweeney had been developing for over a year.
The Hollywood Chamber of Commerce, owner of the sign's intellectual property rights, confirmed it had no prior knowledge or approval for the stunt.
Why It Matters
The Hollywood Sign is a registered trademark and protected landmark. Unauthorized access, climbing, or physical alteration can result in criminal charges, including trespassing and vandalism. Previous incidents involving unauthorized changes to the sign have led to arrests and fines.
Sweeney's production reportedly secured a permit from FilmLA to film in the area of the Hollywood Sign. However, that permit did not authorize touching, climbing, or modifying the structure itself. The Hollywood Chamber of Commerce requires separate licensing for any commercial use or imagery of the sign.
An email from the Chamber to the production company emphasized that no permission was granted for the depicted activities.
The stunt has sparked discussion about celebrity promotions and respect for protected sites. It has also generated backlash, with some locals and online commentators expressing anger over the unauthorized use of the landmark.
Public and Official Reactions
Reports describe backlash from locals upset by the incident. Online discussions have included criticism of the stunt as disrespectful to the site.
The Hollywood Chamber of Commerce's CEO, Steve Nissen, told KTLA that the organization was not consulted and did not authorize any part of the production involving the sign.
No official statement has come from Sweeney's representatives or production company regarding the incident.
What Happens Next
Authorities have not confirmed whether a police report has been filed or if charges will be pursued. Potential outcomes include fines or criminal charges for trespassing and vandalism, depending on any investigation by law enforcement.
The Chamber has not indicated whether it plans to pursue legal action but reiterated that permission is required for such activities.
The bras were largely removed, minimizing physical impact on the sign. Any future commercial use of the footage would require retroactive approval from the Chamber.
The incident highlights ongoing challenges in balancing promotional creativity with legal protections for historic landmarks.
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