Topics: Celebrity, Euphoria, Hollywood, Los Angeles, Sydney Sweeney, Jeff Bezos
A recent promotional stunt at a globally renowned American landmark could spell trouble for Sydney Sweeney.
The Euphoria star is alleged to have climbed up to the iconic Hollywood sign under the cover of darkness a few days ago, taking with her a production crew and armfuls of bras to create promotional content, thought to be for her new brand.
Video of the incident obtained by TMZ reportedly shows the 28-year-old dressed all in black, with a baseball cap and a hood covering her head, as she scales the 45ft-high 'H' of the 103-year-old landmark.
Once at the top, Sweeney and her production team allegedly strung the bras together into a clothesline, hanging them between each letter before surveying their handiwork. But, despite obtaining permission to film the monument, the actress could face charges of trespassing and vandalism.
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An email from the Hollywood Chamber of Commerce, also obtained by TMZ, asserts that the Euphoria star did not get the correct permits to use the sign to promote her business.
The correspondence from the organization that owns the landmark, claims that 'neither you nor the production company have sought or received permission... for any commercial use'.
Instead, Sweeney and her crew obtained a standard filming permission from a company called FilmLA. But, according to the chamber of commerce, ignorance of the additional requirements is not a valid excuse.
Their email stated: "We understand that you received a film permit from FilmLA, whose staff assures me that you were notified of the requirements to seek a license from the Chamber prior to your shoot."
The group's chair added to the publication that 'there was no permission granted to do this as is required,' but refused to comment on the likelihood of any criminal charges as a result of the stunt.
But perhaps Sweeney could ask one of her major investors for advice on how to deal with this issue, with Amazon founder Jeff Bezos and wife Lauren Sanchez reportedly involved in getting the star's lingerie line off the ground.
This included being part of a consortium, Coatue Innovation Fund, which Grazia reports invested an eye-watering $1 billion into Sweeney's new brand, despite it not even having a name yet.
This funding may explain why the actor was one of the fortunate few to get an invite to Bezos and Sanchez's $50 million Venice wedding in June 2025, with Sweeney announcing the new venture just a month later.
A spokesperson for the Chamber of Commerce told UNILAD: "The production involving Sydney Sweeney and the Hollywood® Sign, as reported by TMZ , was not authorized by the Hollywood Chamber of Commerce nor did we have prior knowledge of it. The Hollywood Chamber of Commerce owns the intellectual property rights to the image of the Hollywood® Sign, so that 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. The Hollywood Chamber of Commerce did not grant a license or permission of any kind to the production involving Sydney Sweeney as reported by TMZ, nor did anyone seek a license or permission from the Chamber for that production."
