Sydney Sweeney snuck up to the Hollywood sign in the dead of night and covered it in bras without the permission of the proper authorities, the LA Times reports. The stunt was a promotion for a new brand of women’s undergarments.
Sweeney posted a video of the ordeal to her Instagram on Monday night. In the footage, she and a small team packed a van full of unmentionables before heading into the Hollywood Hills. Once at the Hollywood sign, Sweeney is shown stringing bras together and hanging them over the letters.
According to the LA Times, the Hollywood Chamber of Commerce, the organisation that owns the IP rights to the iconic landmark, said the late-night operation was not authorised. The Hollywood Sign Trust, the nonprofit responsible for managing the sign, also reportedly had no knowledge of the stunt.
“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,” Steve Nissen, chief of the Hollywood Chamber of Commerce, told the LA Times in a statement. “The production involving Sydney Sweeney and the Hollywood Sign, as reported by TMZ, was not authorised by the Hollywood Chamber of Commerce, nor did we have prior knowledge of it.”
The LAPD told the Times that a police report for Sweeney’s trespassing had not yet been filed.
This is not the first time Sweeney found herself in trouble for an ad. In November of 2025, the “Euphoria” star was the face of an American Eagle jeans campaign that featured the tagline “Sydney Sweeney Has Great Jeans,” a pun on “great genes.” The campaign sparked a social media firestorm, in which critics said American Eagle was glorifying the actor’s white heritage. Sweeney told GQ in a cover story that she didn’t feel the need to explain her participation in the ad because “I’ve always believed that I’m not here to tell people what to think.”
“I know who I am. I know what I value. I know that I’m a kind person,” she said. “I know that I love a lot, and I know that I’m just excited to see what happens next. And so I don’t really let other people define who I am.”
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From Variety US