Sydney Sweeney sparked controversy by scaling the Hollywood sign in Los Angeles to promote her new lingerie line, as captured in TMZ-obtained footage. The “Euphoria” star placed bras on the letter H while a film crew documented the stunt, later stringing a clothesline of lingerie across the landmark’s letters.
Though Sweeney reportedly secured a filming permit from FilmLA, the Hollywood Chamber of Commerce confirmed she lacked authorization to physically access or modify the protected landmark. The organization emphasized that such permission is mandatory, potentially exposing the actress to trespassing or vandalism charges.
The publicity move ties to Sweeney’s upcoming lingerie collection, backed by billionaire Jeff Bezos and his wife Lauren Sánchez. Reports initially surfaced about the venture in July 2025, when insiders revealed Sweeney had dedicated a year to developing the project. The actress previously attended Bezos and Sánchez’s Venetian wedding alongside celebrities like Orlando Bloom and Tom Brady.
Page Six contacted the LAPD, Hollywood Chamber of Commerce, and Sweeney’s representatives for comment but received no immediate responses.