Sydney Sweeney Hollywood sign stunt: Actor Sydney Sweeney has found herself at the centre of controversy after carrying out a promotional stunt at the iconic Hollywood sign without official approval. Authorities have confirmed that the actor did not seek or receive permission before displaying bras on the landmark, sparking questions around unauthorised commercial use.
The incident unfolded as a late-night operation and was meant to promote Sweeney’s new women’s underwear brand. The stunt gained instant traction online after the actor shared footage on Instagram, showing the planning and execution of the campaign. In the video, Sweeney and a small team are seen loading a van with bras before heading to the Hollywood Hills, where the items were strung together and draped across the large white letters of the sign.
Sydney Sweeney’s Hollywood sign bra stunt sparks controversy
However, officials were quick to clarify that the act had not been sanctioned. The Hollywood Chamber of Commerce, which owns the intellectual property rights to the Hollywood sign, confirmed that no authorisation had been requested. The Hollywood Sign Trust, responsible for the sign’s upkeep and protection, also said it had no prior knowledge of the activity.
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Speaking to the Los Angeles Times, Steve Nissen, chief executive of the Hollywood Chamber of Commerce, addressed the situation directly. “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,” he said. He further added, “The production involving Sydney Sweeney and the Hollywood Sign, as reported by TMZ, was not authorised by the Hollywood Chamber of Commerce nor did we have prior knowledge of it.”
Despite the unauthorised access, the Los Angeles Police Department told the publication that no police report related to trespassing has been filed so far.
Sydney Sweeney’s previous controversy
This isn’t the first time Sweeney’s brand-driven appearances have stirred online debate. In November 2025, she featured in an American Eagle jeans campaign with the tagline “Sydney Sweeney Has Great Jeans,” which drew backlash from some quarters. Critics at the time accused the campaign of making uncomfortable references to her background, although the brand defended the creative.
Addressing criticism around her public-facing campaigns in a GQ interview, Sweeney maintained that she remains unfazed by online reactions. “I’ve always believed that I’m not here to tell people what to think,” she said. “I know who I am. I know what I value… and I don’t really let other people define who I am.”
On the work front, Sweeney was most recently seen in the films The Housemaid and Christy, a sports drama.