Hollywood Sign Stunt Row: Sydney Sweeney Hung Bras Without Permission, Officials Confirm

Hollywood actor Sydney Sweeney has landed in controversy following a promotional stunt involving the iconic Hollywood sign, with authorities confirming that the action was carried out without prior authorisation.

The incident unfolded earlier this week when bras were seen hanging across the famous landmark in the Hollywood Hills. The display, which was part of a promotional campaign for Sweeney’s new women’s underwear brand, quickly went viral after the actor shared footage of the stunt on her Instagram account.

However, officials have now clarified that no permission was sought for the commercial use of the landmark. The Hollywood Chamber of Commerce, which holds the intellectual property rights to the Hollywood sign, stated that the actor and her team did not obtain approval before executing the stunt.

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The Hollywood Sign Trust, responsible for maintaining and managing the sign, also confirmed it had no prior knowledge of the late-night operation.

Speaking to the Los Angeles Times, Hollywood Chamber of Commerce Chief Steve Nissen stressed that commercial activities involving the sign require explicit authorisation.
“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.

Nissen further clarified that the production involving Sweeney was not cleared by the Chamber and was conducted without their awareness. “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,” he added.

The Los Angeles Police Department told the publication that, as of now, no police report related to trespassing has been filed in connection with the incident.

The video shared online showed Sweeney and a small team loading a vehicle with bras before heading towards the Hollywood Hills. Once at the site, the bras were strung together and draped across the massive white letters, creating visuals that spread rapidly across social media platforms.

This is not the first time the actor has found herself at the centre of debate over brand campaigns. In November 2025, she appeared in an American Eagle advertisement with the tagline “Sydney Sweeney Has Great Jeans,” which drew online backlash and accusations of coded messaging.

Responding to criticism around her public-facing campaigns in an earlier interview with GQ, Sweeney said she does not allow public perception to define her. “I know who I am. I know what I value,” she said, adding that she prefers to focus on her work rather than external judgement.

On the professional front, the actor was recently seen in The Housemaid and continues to balance acting projects alongside her growing business ventures.