At a Glance
- Sydney Sweeney hung strings of bras on the Hollywood sign in a midnight stunt to promote her new lingerie line.
- The stunt was executed without the approval of the Hollywood Chamber of Commerce, the sign’s owners.
- The Chamber issued a statement rejecting any claim of licensing or permission.
- Why it matters: The incident highlights the strict control the Chamber has over the iconic landmark’s use in advertising.
Sydney Sweeney, the 28-year-old actress known for Euphoria and The Housemaid, recently drew attention for a nighttime stunt in which she and a group climbed Mount Lee to hang bras on the Hollywood sign. The act, filmed and posted on social media, was part of a promotional push for her new lingerie line, SYRN. The stunt was carried out without the authorization of the Hollywood Chamber of Commerce, the entity that holds the intellectual property rights to the sign.
Context
The Hollywood sign, perched on Mount Lee, is a globally recognized symbol of the film industry. Since its construction in the 1920s, the sign has become a cultural touchstone and a marketing asset for advertisers. The Hollywood Chamber of Commerce maintains strict licensing rules, requiring any commercial use to obtain explicit permission. The Chamber’s website details these rules, emphasizing that the sign’s image is protected and cannot be used without a license.
The Stunt
During the early hours of a Monday, Sweeney posted a video of herself and others ascending Mount Lee. The footage shows the group laughing as they attach strings of bras to the sign’s letters. The video was shared on the actress’s social media accounts, sparking immediate discussion among fans and industry observers.
Timeline of Events
| Event | Date |
|---|---|
| Premiere of The Housemaid at TCL Chinese Theatre | December 15, 2025 |
| Video of stunt posted | Monday (date not specified) |
| Chamber’s statement released | Monday |
Legal and Ownership
The Hollywood Chamber of Commerce’s statement clarified that it owns the intellectual property rights to the Hollywood sign’s image. “Anyone who seeks to use it must obtain a license or permission from the Hollywood Chamber,” said CEO Steve Nissen. He added that the Chamber had “no knowledge of the stunt” and that no license was granted.
Nissen concluded, “The Hollywood Chamber of Commerce did not grant a license or permission of any kind to the production involving Sydney Sweeney.” The statement also referenced the Chamber’s licensing rules, which are publicly available on its website.
Previous Controversies
Sweeney is no stranger to provocative advertising. In 2024, her commercial for American Eagle, featuring the slogan “great jeans,” was criticized for promoting white supremacy or eugenics. She also appeared in a Dr. Squatch soap ad where she used bathwater to create her own soap, titled “Sydney’s Bathwater Bliss.” These campaigns have previously sparked debate and media scrutiny.
Response and Reactions
A representative for Sweeney did not respond to a request for comment. The Hollywood Chamber’s statement was issued promptly after the video’s release, indicating the organization’s intent to protect the sign’s image. Fans and followers of the actress shared mixed reactions, with some praising the stunt’s creativity and others condemning the unauthorized use of the landmark.
The incident underscores the importance of securing proper permissions when using iconic symbols in marketing. Failure to do so can result in public statements from rights holders and potential legal ramifications.
Key Takeaways
- The Hollywood sign is protected intellectual property owned by the Hollywood Chamber of Commerce.
- Unauthorized use of the sign in advertising triggers official statements and potential legal action.
- Sweeney’s stunt, while high-profile, was executed without the necessary licensing.
- The actress’s history of controversial ads may influence public perception of the stunt.
- Companies and artists should verify licensing requirements before using iconic landmarks in promotional material.
By staying informed about licensing rules and obtaining the appropriate permissions, creators can avoid similar controversies and ensure their marketing efforts respect the rights of landmark owners.
