Sydney Sweeney’s recent stunt at the Hollywood Sign has sparked questions after the footage surfaced online. The actress and her team scaled the landmark as part of a promotion for her new lingerie line, raising concerns over permits, permissions, and possible consequences.
Sydney Sweeney might face trouble due to the Hollywood sign stunt
Sydney Sweeney may face consequences after staging a publicity stunt at the Hollywood Sign without proper authorization. On January 26, 2026, TMZ published footage showing Sweeney climbing a portion of the sign and stringing bras across the landmark to promote her lingerie brand, Syrn. She was accompanied by a production crew and filmed the stunt at night. Although she reportedly obtained a permit from FilmLA to shoot near the sign, that permit allegedly did not authorize physical contact with or climbing the structure itself.
The Hollywood Chamber of Commerce, which owns the rights to the Hollywood Sign, claims no permission was granted. “We are still investigating how and under what authority (if any) the Sweeney production accessed the site of the Sign,” the Chamber stated to TMZ. Chamber President and CEO Steve Nissen told PEOPLE, “[The organization] did not grant a license or permission of any kind to the production involving Sydney Sweeney as reported by TMZ, nor did anyone seek a license or permission from the Chamber for that production.”
The Chamber stated that it informed Sweeney’s team in advance that they needed prior approval to film or use the Hollywood Sign. “Anyone intending to use and/or access the Hollywood Sign for commercial purposes must obtain a license or permission from the Hollywood Chamber to do so,” Nissen said.
In the footage Sweeney posted on Instagram, she climbs the hill and the sign while carrying bras. Jeff Bezos reportedly backed the project, having invested in Sweeney’s brand and invited her to his wedding with Lauren Sánchez.
