Sydney Sweeney has ignited fresh debate with a late‑night promotional stunt at one of Los Angeles’ most iconic landmarks. The actress was filmed helping decorate the Hollywood Sign with a line of bras as part of a campaign tied to her upcoming lingerie brand. The imagery quickly spread on social media, prompting strong reactions from fans and critics alike.
While Sweeney’s team did secure a permit to film near the Hollywood Sign through FilmLA, the Hollywood Chamber of Commerce clarified that no permission was granted to climb on or alter the sign itself. That agency controls how the landmark’s image can be used commercially, and it emphasized that the stunt was not authorized under their guidelines.
The act has struck a nerve online. Some commentators question whether Sweeney’s team risked violating laws against trespassing or vandalism by scaling parts of the sign after dark, while others argue the publicity has achieved its goal by drawing wide attention.
This episode arrives amid ongoing discourse around Sweeney’s public‑facing business ventures. Last year she faced scrutiny over a high‑profile jeans campaign that drew conversation about its messaging, demonstrating how her marketing choices continue to generate both buzz and controversy.
At the moment, neither Sweeney nor her representatives have issued an official public response to the latest backlash, and it remains unclear whether any legal action will follow.