City Officials Say Sydney Sweeney Lacked Permission to Use Hollywood Sign in Lingerie Promotion

Los Angeles officials say Sydney Sweeney did not have authorization to access or use the Hollywood sign after the actor shared a promotional video showing her climbing the landmark at night and draping it with a string of bras.

Sweeney posted the video last week on Instagram, where it shows her ascending the hill beneath the iconic sign and hanging lingerie across several of its letters before turning to smile at the camera. The clip was widely circulated online after being first reported by TMZ and was linked to the launch of Syrn, Sweeney’s new lingerie brand.

Following the video’s release, the Hollywood Chamber of Commerce, which controls the intellectual property rights to the Hollywood sign, confirmed that the production was not approved. In a statement to Rolling Stone, Hollywood Chamber CEO Steve Nissen said the organization had no prior knowledge of the stunt.

“The production involving Sydney Sweeney and the Hollywood® Sign, as reported by TMZ, was not authorized by the Hollywood Chamber of Commerce,” Nissen said. “The Hollywood Chamber of Commerce owns the intellectual property rights to the image of the Hollywood® Sign, so anyone intending to use and/or access the Hollywood® Sign for commercial purposes must obtain a license or permission from the Chamber.”

Nissen added that no license or authorization of any kind had been granted and that the Chamber is currently investigating how the production gained access to the site. “We are still investigating how and under what authority, if any, the production accessed the site,” he said.

According to the Los Angeles Times, Sweeney’s team had secured a general filming permit for the surrounding area through FilmLA, the city’s official film office. However, filming or staging activity directly at the Hollywood sign requires separate clearance from the Chamber, along with payment of a licensing fee. The Chamber’s website notes that revenue from its licensing program helps fund maintenance of the sign and preservation of the surrounding property.

As of publication, no police report has been filed, though the Chamber told TMZ it continues to review the circumstances of the unauthorized access.

The video was reportedly intended to promote Syrn, a lingerie line that has already drawn attention for its high-profile backers. Previous reporting from Us Weekly cited sources claiming that Jeff Bezos and Lauren Sánchez had invested in the brand, while Puck reported that the label is backed by Ben Schwerin, a partner at private equity firm Coatue. Bezos and Michael Dell are both investors in the Coatue Innovation Fund.

The incident marks the latest brand-related controversy involving Sweeney. Last summer, the actor faced backlash over her appearance in an American Eagle advertising campaign titled “Sydney Sweeney Has Great Jeans.” Critics argued that the slogan functioned as a racial dog whistle, while some conservative commentators praised the campaign. Even President Donald Trump publicly applauded the ad.

After initially declining to comment, Sweeney addressed the criticism in an interview with People, saying she was “honestly surprised by the reaction.” She added, “I don’t support the views some people chose to connect to the campaign. Anyone who knows me knows that I’m always trying to bring people together. I’m against hate and divisiveness.”

The Hollywood sign, erected in 1923, is one of Los Angeles’ most protected landmarks, with strict rules governing access and commercial use. City officials have emphasized in recent years that unauthorized activity at the site poses safety risks and undermines preservation efforts, concerns that now appear central to the ongoing review of Sweeney’s promotional stunt.