Hollywood actress Sydney Sweeney, known for roles in Euphoria and other high-profile projects, has stirred controversy after she and her production team executed a late-night stunt at the Hollywood Sign in Los Angeles. In footage widely shared online, Sweeney is seen scaling the landmark and hanging dozens of bras across its letters to promote her upcoming lingerie brand, reportedly called SYRN.
The stunt was filmed under the cover of darkness and quickly went viral, drawing immediate attention on social media and mainstream outlets. While it succeeded in generating buzz, it also triggered questions about legality, safety, and respect for one of Hollywood’s most iconic symbols.
Permits, Permissions, and Legal Issues
According to officials, Sweeney’s team did secure a filming permit from FilmLA, a city-level film office that issues permits for productions in and around Los Angeles. However, the Hollywood Chamber of Commerce, which owns and licenses the Hollywood Sign and its image, has stated that no permission was granted for Sweeney or her team to climb the sign, attach items to it, or use it for commercial purposes. Steve Nissen, president and CEO of the Chamber, made clear that a separate license is required for anyone intending to use the Hollywood Sign itself for advertising or photography. Without that approval, activities such as climbing or attaching objects — even temporarily — could be interpreted as unauthorised access or possibly vandalism under California law.
Potential Criminal Charges
Because Sweeney’s stunt appears to have bypassed official sign permissions, legal experts and media reports suggest she could face criminal charges for trespassing and/or vandalism. These are typically misdemeanour offences in California, potentially resulting in fines or even short jail time — though the exact penalties would depend on how authorities choose to proceed. At the time of writing, law enforcement sources such as the Los Angeles Police Department have indicated that no formal police report has been filed and there are no confirmed arrests or active criminal investigations underway. That said, the possibility remains that the Hollywood Chamber or other stakeholders could pursue charges in the future if they choose to escalate the matter.
Mixed Public and Media Reaction
The stunt has divided public opinion. Some observers see it as a bold marketing move that guarantees attention for Sweeney’s new brand, while others view it as irresponsible and disrespectful to a protected landmark. Commentary online ranges from amusement and support to criticism over legality and environmental integrity. Several Reddit threads highlight the unusual nature of the stunt and question whether it was strategically planned to maximize viral publicity. Some users even suggest that the stunt was executed knowing it lacked full legal clearance, purely to provoke conversation and media coverage — a tactic sometimes referred to as “controversial marketing.”
Brand Launch and Ongoing Coverage
Despite the backlash, Sweeney’s lingerie brand promotion appears to be moving forward. Promotional posts connected to the brand SYRN have been shared on social media following the stunt, and investor interest in the project has been noted in some reports. As of now, Sweeney herself has not publicly addressed the legal controversy directly, and her representatives have not issued detailed statements on whether proper permissions were obtained or whether charges might follow.
Why This Matters
The incident highlights several broader issues: the balance between celebrity marketing tactics and legal restrictions, the cultural significance of public landmarks, and how viral moments can rapidly shift from lighthearted to legally complex. As this story continues to develop, more details may emerge about whether authorities will formally pursue charges or if this will remain a contentious but ultimately symbolic moment in celebrity publicity.
