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The Hollywood Chamber of Commerce has confirmed that Sydney Sweeney did not receive authorization to access or decorate the Hollywood sign after the actor staged a late night promotional stunt involving bras draped across the landmark. The incident, first reported by the Los Angeles Times, has drawn renewed attention to how celebrities use public symbols for commercial campaigns.
According to the report, Sweeney and a small crew traveled into the Hollywood Hills under cover of darkness and strung together bras, hanging them over several letters of the sign. The action was part of a marketing push for a new women's underwear brand. Sweeney later shared video footage of the operation on Instagram, showing the group loading a van with garments before hiking to the site and installing the display.
The Hollywood Chamber of Commerce, which holds the intellectual property rights to the sign, said it had no prior knowledge of the stunt. The Hollywood Sign Trust, the nonprofit responsible for maintaining and protecting the landmark, also said it was not informed in advance.
In a statement to the Times, Hollywood Chamber chief executive Steve Nissen said any commercial use of the sign requires formal permission. He added that the production involving Sweeney was not approved and did not receive a license from the organization.
Los Angeles police told the newspaper that no trespassing report had been filed as of publication, leaving open questions about whether the incident will result in further action.
The episode adds to a growing list of controversies tied to Sweeney's advertising work. In late 2025, the "Euphoria" star appeared in an American Eagle campaign built around the slogan "Sydney Sweeney Has Great Jeans," a play on words that sparked backlash online. Critics accused the brand of promoting exclusionary ideas, while supporters defended the campaign as harmless wordplay.
Sweeney later addressed the criticism in an interview with GQ, saying she does not feel obligated to explain every professional decision. She said she is confident in her values and prefers not to let public reaction define her identity or future choices.
The Hollywood sign, long protected from unauthorized access, has increasingly become a flashpoint as brands test the boundaries between viral marketing and public space.
