Actress Sydney Sweeney sparked controversy after using the iconic Hollywood sign in Los Angeles to promote her new lingerie line without obtaining permission from the landmark’s owners.
The 28-year-old star of Euphoria and The Housemaid posted a video showing herself and others climbing Mount Lee at night and draping a string of bras across the famous sign as part of a marketing campaign for her brand, SYRN. While Sweeney appeared to be having fun in the clip, the stunt drew criticism from the Hollywood Chamber of Commerce, which owns the intellectual property rights to the sign.
“This activity was not authorized by the Hollywood Chamber of Commerce, nor did we have prior knowledge of it,” said CEO Steve Nissen in a statement. He emphasized that anyone wishing to use the image of the Hollywood sign must obtain a license or permission from the Chamber. “No license or permission was granted for the production involving Sydney Sweeney,” Nissen added.
A representative for Sweeney did not immediately respond to requests for comment.
This is not the first time Sweeney has attracted attention for unconventional advertising. Last year, her American Eagle commercial, which highlighted her jeans, became a flashpoint for political debate. She also gained attention for a viral ad promoting Dr. Squatch soap, in which she used bathwater in the creation of her own product, “Sydney’s Bathwater Bliss.”
The incident highlights ongoing concerns over unauthorized use of the Hollywood sign, a protected landmark that requires formal licensing for commercial purposes.
