More about the actress’s illegal action and the associated consequences.
Sydney Sweeney hung lingerie on the world-famous Hollywood sign for an advertising campaign – without first obtaining the necessary permission. The nighttime promotion was intended to promote her upcoming underwear line.
But it is now debatable whether the illegal thing was beneficial to the idea or not. In any case, the authorities were not happy about the actress’ bra hanging.
Nighttime climbing action on the landmark documented
On Monday, January 26, 2026, the “Euphoria” actress published a video on Instagram showing her and her team doing a nighttime action at the Hollywood sign. The footage documents how the group climbs the landmark and stretches a clothesline with different bras over all the letters of the famous lettering.
The clip shows the 28-year-old and her team loading black sports bags into a van and driving up to the sign. They then carry the bags up the slope, slip through a hole in the fence and use ropes to climb up to the sign. Sydney Sweeney climbs onto the back of the letter “H” to throw lingerie over it.
Here is the clip in question:
Authorities only found out about the action through social media videos
Now it is clear: The Hollywood Chamber of Commerce, which owns the trademark rights to the Hollywood sign, did not grant approval for the advertising campaign. Representatives of the Chamber of Commerce and the Hollywood Sign Trust, which manages the landmark, told the Los Angeles Times that they only learned about the action through the published video.
“Anyone wishing to use or access the Hollywood Sign for commercial purposes must obtain a license or permit from the Hollywood Chamber,” Chamber Director Steve Nissen said in an official statement. The production with Sydney Sweeney was neither authorized nor did anyone know about it in advance. Nobody has applied for a corresponding license.
Filming permission for the area was not sufficient
The promotion was intended to promote Sydney Sweeney’s upcoming lingerie line, “Syrn.” And Sweeney’s team also secured permission from FilmLA to film in the area. However, shooting directly at the sign itself – a restricted access area – requires a special license, which was not available.
According to TMZ, some bras were removed after filming, but four to five were left behind. Officer Tony Im, spokesman for the Los Angeles Police Department, confirmed that no police report has been filed regarding possible trespassing or vandalism allegations.
