Sydney Sweeney was ‘not authorised’ to hang her bras on Hollywood sign

Hollywood Chamber of Commerce says it did not approve a promotional stunt linked to the actor, after lingerie was draped over the landmark’s letters

Sydney Sweeney attends a screening of The Housemaid. Picture: Evan Agostini/Invision/AP

The Housemaid star Sydney Sweeney has been reprimanded by the Hollywood Chamber of Commerce for a promotional stunt that involved draping bras over the celebrated Hollywood sign in Los Angeles.

Sweeney posted footage on social media of her and a group of people climbing up to the sign which is situated on Mount Lee, in the Hollywood Hills area of the city, and hanging dozens of strung-together bras over the sign’s 50ft-tall letters.

In a statement to the LA Times, Steve Nissen, president and CEO of the Hollywood Chamber of Commerce, said: “The production involving Sydney Sweeney and the Hollywood Sign … was not authorised by the Hollywood Chamber of Commerce nor did we have prior knowledge of it.” 

Sydney Sweeney at the Vanity Fair Oscar Party  in 2024. Picture: Doug Peters/PA Wire

The stunt is believed to be promoting a new line of lingerie, Syrn, with which Sweeney is associated. The LA Times reported that Sweeney’s production company Persuasion Pictures had obtained a filming permit from Los Angeles’ official film office FilmLA, but as the sign is owned and licensed by the Hollywood Chamber of Commerce, a permit would also be required from them.

Media outlets have theorised that Sweeney could face police investigation for trespass, as she appears to break into the site through a wire fence.

Sweeney has previously caused comment for her marketing activities, most notably for an advert for American Eagle jeans whose slogan “Sydney Sweeney has great jeans” was criticised as carrying undertones of eugenics and being “a nod to white supremacy”.

Sydney Sweeney in an advert for American Eagle jeans

• The Guardian