Sydney Sweeney Climbs Hollywood Sign for Lingerie Promo, Legal Trouble Possible

Hollywood actor Sydney Sweeney has found herself at the centre of controversy after a late-night promotional stunt involving the iconic Hollywood Sign, raising questions over whether the act crossed legal boundaries.

Videos circulating online show Sweeney scaling the restricted Hollywood sign structure under the cover of darkness, dressed in black cargo pants, a hoodie and a cap. Once atop the structure, she appeared to hang a clothesline strung with bras across the famous white letters, while members of her team filmed the moment. The footage quickly went viral, sparking debate over celebrity privilege, public safety and respect for protected landmarks.

The stunt was reportedly designed to promote Sweeney’s upcoming lingerie brand, a business venture she has been quietly developing for more than a year. Industry sources suggest the brand has attracted high-profile investors, including individuals linked to Jeff Bezos and Lauren Sanchez, signalling serious commercial ambitions behind the provocative launch strategy.

While Sweeney and her team had obtained permission from FilmLA to shoot in the vicinity of the Hollywood sign, the permit reportedly did not authorise climbing, touching or altering the landmark in any way. The Hollywood sign is classified as a protected site, and unauthorised access can potentially result in misdemeanor charges related to trespassing or vandalism.

Legal experts note that even temporary alterations, such as attaching objects to the sign, can trigger enforcement action if deemed unauthorised. However, as of now, no formal charges have been filed against the actor.

The Los Angeles Police Department has downplayed the incident. Officials told local media outlets that no investigation is currently underway and that no crime has been recorded. “No law was broken,” a police representative said, suggesting that the matter may not escalate further unless new complaints or evidence emerge.

The incident has reignited public discussion around celebrity marketing tactics and the fine line between attention-grabbing promotions and violations of public property rules. Critics on social media accused Sweeney of exploiting a cultural landmark for commercial gain, while supporters argued the stunt was harmless, brief and exaggerated by online outrage.

This is not the first time Sweeney has found herself at the centre of advertising-related controversy. She recently faced backlash over a denim campaign that some critics accused of being tone-deaf and carrying uncomfortable undertones. The debate gained additional traction after Donald Trump publicly praised the advertisement on social media, further polarising reactions.

Responding to the criticism in a later interview, Sweeney said she was surprised by the intensity of the reaction but remained unfazed. She maintained that her focus remains on creative expression and brand-building rather than online noise.

As her lingerie venture prepares for launch, the Hollywood sign episode underscores both the risks and rewards of high-impact celebrity marketing. Whether the stunt results in legal consequences or fades into another viral moment, it has undeniably placed Sweeney’s brand firmly in the public spotlight.