The Hollywood sign, an iconic landmark overlooking Los Angeles, has become the center of a new controversy involving actress Sydney Sweeney. The star of "Euphoria" and "The Housemaid" reportedly climbed the famous structure under cover of darkness to hang promotional items for her upcoming lingerie collection, potentially setting herself up for serious legal consequences that could impact both her acting career and business ventures.
The Unauthorized Climb
According to reports from TMZ, Sweeney's production team captured footage of the actress scaling the massive white letters of the Hollywood sign during a nighttime shoot. The video shows Sweeney making her way to the top of the sign's letters, where she and her crew proceeded to hang a clothesline adorned with bras along the structure. The actress appeared jovial throughout the escapade, laughing as she surveyed the promotional display.
What seemed like a clever marketing stunt has quickly turned into a legal headache. While Sweeney's team had secured a permit from FilmLA to conduct a shoot at the location, they failed to obtain the necessary authorization from the Hollywood Chamber of Commerce—the entity that holds ownership rights over the sign's intellectual property. This oversight represents a critical failure in due diligence that many production companies would consider a basic requirement for such a high-profile shoot.
Intellectual property rights and commercial usage permissions are at the heart of this dispute. The Hollywood Chamber of Commerce maintains strict control over how the sign's image can be used for business purposes, requiring explicit licenses for any commercial activity involving the landmark. These protections exist to preserve the sign's integrity and ensure that its iconic status isn't exploited without proper oversight.
Missing Permits and Legal Exposure
The permit obtained from FilmLA, the organization responsible for coordinating film permits across Los Angeles, apparently covered filming in the vicinity of the sign but did not grant permission to physically touch or climb the structure itself. That level of access requires separate approval directly from the Hollywood Chamber of Commerce—a crucial step that Sweeney's team seemingly overlooked or misunderstood.
Steve Nissen, CEO of the Hollywood Chamber of Commerce, issued a clear and unambiguous statement to Entertainment Weekly regarding the incident. "The production with Sweeney was not authorized by the Hollywood Chamber of Commerce nor did we have prior knowledge of it," Nissen stated. He emphasized that his organization owns the intellectual property rights to the Hollywood sign's image, meaning anyone intending to use or access it for commercial purposes must secure proper licensing.
"The Hollywood Chamber of Commerce did not grant a license or permission of any kind to the production involving Sydney Sweeney, nor did anyone seek a license or permission from the Chamber for that production," Nissen added, leaving no doubt about the organization's position.
The oversight could prove costly on multiple fronts. Legal experts suggest that Sweeney might face criminal trespass charges and potentially vandalism charges for her role in the unauthorized climb and modification of the sign. While the bras were presumably hung temporarily and didn't permanently alter the structure, prosecutors could argue that any unauthorized physical alteration constitutes vandalism under California law. The distinction between temporary and permanent modification often becomes a key point of contention in such cases.
The Lingerie Line Connection
The late-night escapade was orchestrated to generate buzz for Sweeney's forthcoming lingerie brand. Last July, Puck News reported that the venture is backed by Coatue, a prominent venture capital firm whose investors include Amazon founder Jeff Bezos and his wife Lauren Sánchez. This connection may explain Sweeney's presence at the couple's lavish three-day wedding celebration in Venice, Italy, which reportedly cost over $50 million and attracted numerous celebrity guests.
The financial backing from such high-profile investors suggests that Sweeney's lingerie line is positioned as a serious business venture rather than a typical celebrity side project. However, this latest promotional misstep could create unwanted complications for the brand before it even launches. Brands associated with legal controversies often face public relations challenges, and investors typically prefer marketing campaigns that don't involve potential criminal liability. The involvement of Bezos and Sánchez adds another layer of scrutiny, as their association with the project could be impacted by negative publicity.
Pattern of Controversy
This incident arrives on the heels of another recent controversy for the actress. Sweeney faced significant public backlash earlier this year regarding her 2025 American Eagle campaign. While that situation primarily involved public opinion rather than legal issues, it demonstrates that the actress has been operating in a heightened scrutiny environment where her professional choices are heavily examined.
The American Eagle controversy centered on creative decisions that some critics deemed inappropriate or out of touch, though the details of that backlash were beginning to fade from public discourse. Now, this Hollywood sign stunt has thrust Sweeney back into the spotlight for all the wrong reasons, potentially overshadowing her professional accomplishments and business ventures. The pattern suggests a need for more careful consideration of public relations implications in her future projects.
Official Communications and Warnings
The Hollywood Chamber of Commerce didn't waste time addressing the violation. TMZ obtained an email sent directly to Persuasion Pictures, the production company that collaborated with Sweeney on the project. The communication left no room for interpretation regarding the seriousness of the infringement.
"Please be advised that the Hollywood Chamber of Commerce owns the intellectual property rights to use of the image of the Hollywood Sign, and neither you nor the production company have sought or received permission to use the images for any commercial use," the email stated in part.
This formal notice puts both Sweeney and Persuasion Pictures on notice that legal action could follow. In similar cases, rights holders have pursued both civil and criminal remedies, seeking damages for unauthorized commercial use while also pressing for criminal charges related to trespassing. The dual-track approach maximizes pressure on the offending parties and often leads to quicker settlements.
Potential Consequences and Next Steps
The path forward remains uncertain for Sweeney and her team. Several outcomes are possible, each carrying different levels of severity and public relations impact:
1. Criminal Charges: The Los Angeles County District Attorney's Office could file misdemeanor or felony charges depending on the extent of any damage and the circumstances of the trespass. Factors like whether the act was premeditated and the commercial nature of the stunt could influence charging decisions.
2. Civil Penalties: The Hollywood Chamber of Commerce could pursue financial damages for the unauthorized commercial use of the sign's image, potentially seeking substantial compensation given the high-profile nature of the stunt and the intended commercial benefit.
3. Settlement Negotiations: It's common in such cases for parties to reach an agreement that might involve a public apology, payment of licensing fees retroactively, and commitments to future compliance. This often represents the most pragmatic solution for all involved.
4. Permit System Review: This incident may prompt FilmLA and the Hollywood Chamber of Commerce to clarify their communication processes to prevent similar misunderstandings in the future, potentially creating clearer guidelines for production companies.
Representatives for both Sweeney and FilmLA did not provide immediate responses when Entertainment Weekly sought comment, leaving many questions unanswered about how this situation will resolve and what defense strategy might be employed.
Production Company Responsibility
The incident also raises questions about the role of production companies in vetting creative concepts. Persuasion Pictures, which collaborated with Sweeney on this project, bears responsibility for ensuring all necessary clearances were obtained. Their failure to secure Chamber of Commerce approval represents a significant professional oversight that could damage their reputation in the industry. Production companies are expected to be experts in navigating permit requirements, and this lapse may make other celebrities and brands think twice before working with them on future projects. The liability extends beyond just the celebrity to the entire production team that facilitated the unauthorized activity.
Broader Implications for Content Creators
This controversy serves as a cautionary tale for influencers, celebrities, and production companies navigating the complex landscape of location-based marketing in the digital age. The case highlights the critical importance of understanding that multiple layers of permission may be required for commercial shoots, especially when dealing with iconic landmarks protected by intellectual property rights.
Location permits and intellectual property licenses are distinct legal requirements, and failing to secure both can derail an entire marketing campaign. What might seem like a bold, attention-grabbing idea can quickly transform into a legal nightmare without proper due diligence. The assumption that a general filming permit covers all activities is a dangerous misconception that has now put a major celebrity project in jeopardy.
For Sweeney, whose star has been rapidly rising in Hollywood through acclaimed performances in "Euphoria" and "The White Lotus," this incident represents a significant bump in the road. While her acting talents and business ambitions are clear, this promotional stunt suggests a potential gap in her team's legal and logistical planning that could have been avoided with more thorough preparation.
As the entertainment industry continues to blur the lines between performance, personal branding, and business ventures, the need for comprehensive legal oversight becomes increasingly apparent. The Hollywood sign, visible for miles and representing the dreams of countless aspiring entertainers, now stands as a reminder that even in Tinseltown, rules and regulations still apply regardless of celebrity status.
The coming weeks will reveal whether this stunt results in actual criminal charges or if Sweeney's team can negotiate a resolution that satisfies all parties involved. Either way, the incident has already achieved one goal: generating significant publicity, though perhaps not the kind the actress and her lingerie brand were hoping for. The difference between viral marketing and legal liability can be as thin as the line between clever and careless.