Sydney Sweeney is facing potential legal trouble and public backlash after a promotional stunt for her upcoming lingerie line involved hanging bras on the iconic Hollywood sign. The actress, known for her roles in "Euphoria" and "The Housemaid," was filmed by TMZ and other outlets climbing the sign with a production crew late at night. They then strung a clothesline between the letters and hung bras on it.

While Sweeney's team obtained a permit from FilmLA to shoot at the Hollywood sign, they reportedly did not receive permission from the Hollywood Chamber of Commerce to touch or climb the sign, nor to use its image for commercial purposes. The Hollywood Chamber of Commerce owns the intellectual property rights to the image of the Hollywood Sign. In an email obtained by TMZ, the Chamber of Commerce informed Sweeney's team that they had not sought or received permission to use images of the sign for commercial use.

Steve Nissen, CEO of the Hollywood Chamber of Commerce, stated that the production was not authorized and they had no prior knowledge of it. The Chamber of Commerce has not yet commented on whether they will pursue charges for trespassing or vandalism. However, Sweeney could potentially face such charges.

The lingerie line is backed by Coatue, a venture capital company with investors including Jeff Bezos and Lauren Sánchez. This connection explains Sweeney's attendance at Bezos' wedding in Venice last summer.

This incident isn't the first time Sweeney's promotional activities have stirred controversy. Her American Eagle campaign in 2025 also faced backlash. This latest stunt has drawn criticism for potentially disrespecting a historic landmark and for the legal implications of unauthorized use and access. As of now, it remains to be seen whether the Hollywood Chamber of Commerce will press charges.