KEY POINT
- Sydney Sweeney participated in a promotional stunt involving the Hollywood Sign in Los Angeles, attaching bras to the landmark.
- The production team had a permit from FilmLA but lacked approval from the Hollywood Chamber of Commerce, which owns the sign.
- Legal experts indicate that the stunt could lead to criminal trespassing and vandalism charges under California law.
LOS ANGELES Actress Sydney Sweeney may face legal action after she and her production team were filmed hanging bras on the Hollywood Sign as part of a promotional campaign for her lingerie brand, according to officials and media reports. The stunt, which was captured on video, has raised questions about trespassing and vandalism at one of Los Angeles’ most iconic landmarks.
The Hollywood Sign, a symbol of the entertainment industry, is not open to the public and is heavily protected. Sweeney’s stunt, intended to promote her lingerie line, involved climbing the letters and suspending multiple bras across them.
While the team obtained a general filming permit from FilmLA, authorities emphasize that this permit did not authorize altering or touching the sign itself.
The Hollywood Sign, erected in 1923, is maintained by the Hollywood Chamber of Commerce. Any commercial use or physical modification requires explicit permission from the organization.
In a letter dated January 23, 2026, the Chamber confirmed that it did not grant authorization for Sweeney’s team to attach items to the sign or film the stunt in a way that uses the landmark’s image for commercial purposes.
Although social media and promotional content highlight the stunt, legal experts warn that the act may constitute criminal trespass and vandalism because the sign is protected under California law and climbing it without proper consent violates local ordinances.
“This is a classic case of overstepping the boundaries of a filming permit,” said Rebecca Martinez, a Los Angeles entertainment attorney.
“While FilmLA permits cover filming near landmarks, they do not grant the right to physically alter or use the structure for commercial promotion.”
Officer Mark Jefferson, a spokesperson for the Los Angeles Police Department, noted: “The Hollywood Sign is not public property.
Any unauthorized access could result in legal consequences, including fines or misdemeanor charges. We are monitoring the situation and evaluating potential violations.”
The stunt also raises questions about intellectual property rights. The Chamber of Commerce controls both the physical sign and its commercial use. Unauthorized use in promotional content could lead to civil claims in addition to criminal charges.
Local residents expressed mixed reactions. Laura Kim, a Los Angeles native, said, “It’s creative marketing, but the sign is a city landmark. You can’t just climb it.”
Conversely, Tariq Hassan, a social media analyst, suggested the stunt could drive attention to Sweeney’s brand: “From a marketing standpoint, it’s effective. But legality is a different matter.”
Marketing consultant Dr. Kevin liu, from the University of Southern California, noted that stunts involving landmarks carry both high visibility and high risk.
“Brands often push boundaries for exposure, but when it involves government or privately owned landmarks, consequences can be significant,” he said.
Legal experts indicate that authorities could pursue misdemeanor charges for trespassing or vandalism. Civil claims from the Hollywood Chamber of Commerce remain possible if the sign’s image is exploited commercially without consent.
Sweeney’s team may also seek retroactive authorization or negotiate settlements to mitigate liability.
The case underscores the growing tension between creative marketing campaigns and legal protections for iconic landmarks.
Observers suggest that companies and influencers increasingly need to ensure all regulatory permissions before executing high profile stunts.
Sydney Sweeney’s Hollywood Sign stunt highlights the challenges of combining celebrity marketing with landmark preservation.
While the lingerie promotion has attracted widespread attention, authorities emphasize that permits must align with ownership rules.
The ongoing response from law enforcement and the Chamber of Commerce will determine whether the stunt results in charges or civil action, setting a potential precedent for future promotional activities.