A promotional event at a famous American site could bring challenges for Sydney Sweeney.
The actress, known for her role in Euphoria, is accused of secretly climbing the iconic Hollywood sign recently. She is said to have brought a production team and multiple bras to create content, likely for her upcoming brand launch.
According to TMZ, video footage captures the 28-year-old dressed in black attire, including a baseball cap and a hood, as she ascends the 45-foot ‘H’ of the 103-year-old landmark.
At the summit, Sweeney and her team reportedly linked the bras together, creating a makeshift clothesline between the letters before admiring their work. Despite having a permit to film at the location, Sweeney might face legal issues such as trespassing and vandalism.
An email from the Hollywood Chamber of Commerce, accessed by TMZ, indicates that Sweeney did not acquire the appropriate permits for using the sign in her business promotion.
The email from the landmark’s owners emphasizes that ‘neither you nor the production company have sought or received permission… for any commercial use’.
Sweeney’s crew only secured a basic filming permit via FilmLA. However, according to the chamber, lacking awareness of additional permissions isn’t a valid defense.
Their message clarified: “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 remarked to the publication that ‘there was no permission granted to do this as is required,’ though they did not comment on potential criminal charges from the incident.
Sweeney might consider consulting major investors like Amazon founder Jeff Bezos and his wife Lauren Sanchez, who have reportedly backed her lingerie line.
A consortium, the Coatue Innovation Fund, which includes Bezos, is said to have invested $1 billion in Sweeney’s new venture, despite it still being unnamed, as per Grazia.
This significant funding possibly explains why Sweeney was invited to Bezos and Sanchez’s $50 million Venice wedding in June 2025, with her business announcement coming a month later.
A Chamber of Commerce spokesperson said: “The production involving Sydney Sweeney and the Hollywood® Sign, as reported by TMZ, was not authorized by the Hollywood Chamber of Commerce nor did we have prior knowledge of it. The Hollywood Chamber of Commerce owns the intellectual property rights to the image of the Hollywood® Sign, so that 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. The Hollywood Chamber of Commerce did not grant a license or permission of any kind to the production involving Sydney Sweeney as reported by TMZ, nor did anyone seek a license or permission from the Chamber for that production.”