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Sydney Sweeney may face legal consequences after climbing the iconic Hollywood Sign to film a promotional video for her upcoming lingerie line.
TMZ reported on Monday, January 26, 2026, that the Euphoria star climbed one of the letters under the cover of darkness to hang a clothesline of bras.
While Sydney appeared cheerful in the footage of the stunt, the Hollywood Chamber of Commerce, which owns the sign, says she did not have permission to touch or scale the structure.
Sources indicate that the stunt serves as a marketing campaign for a well-funded venture backed by Jeff Bezos.
Although Sydney’s production company obtained a filming permit from FilmLA, the Hollywood Chamber of Commerce emphasized that they never granted her authority to physically access the sign.
The Chamber is currently investigating the incident to determine how the crew gained entry to the restricted site.
The unauthorized climb could lead to criminal charges for trespass or vandalism.
The Hollywood Chamber of Commerce informed TMZ that they notified the production team beforehand that they needed specific approval to feature the sign in the video.
When asked if they would file a formal police report, the Chamber stated they are still investigating the authority under which the production team accessed the mountain.
After the shoot ended, the crew removed most of the bras, though reports suggest they left a few behind.
This bold move highlights the high-stakes nature of celebrity brand launches but also underscores the strict regulations protecting Los Angeles landmarks.
If the authorities choose to pursue the matter, Sydney and her team could face significant fines or legal action for the "dicey" publicity stunt.
