‘Euphoria’ star Sydney Sweeney has sparked controversy after staging a daring promotional stunt for her new lingerie brand that involved decorating the Hollywood Sign with bras.
According to People, Sweeney shared an Instagram video showing herself and a group of people attaching a string of bras to sections of the iconic Los Angeles landmark.
The clip, which also showed the actress climbing parts of the sign, was captioned with a tag for Syrn, the intimates brand she officially launched the following day.
The stunt quickly drew widespread attention online, with some fans applauding the bold marketing move while others questioned its legality.
Sweeney had reportedly obtained a permit from FilmLA, the nonprofit that manages filming permissions in Los Angeles.
However, the permit did not allow her or her team to physically touch or climb the Hollywood Sign, meaning key elements of the stunt were not covered by official approval.
While no charges have been filed, legal action remains a possibility.
The Hollywood Chamber of Commerce, which owns the intellectual property rights to the sign, could file a police report for trespassing or vandalism if it determines that regulations were violated.
“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,” Chamber president and CEO Steve Nissen told People. He added that any commercial use of the Hollywood Sign requires prior licensing.
When asked whether a police report would be filed, a Chamber representative told TMZ that an investigation is ongoing into how Sweeney’s team accessed the site and under what authority.
The publication also reported on an email from the Chamber referencing licensing requirements and listing Persuasion Pictures as the production company.
However, Tamsin Orion, a producer and director with Persuasion Pictures, denied any involvement in the shoot.
“We were identified as the production company of record by FilmLA, but this appears to be a mix-up,” Orion said.
She said the company was filming in Pasadena on January 22, far from the Hollywood Sign, and stressed that Persuasion Pictures had no connection to the production.
Orion added that her woman-owned company would welcome future collaboration with Sweeney, provided all permits and permissions are properly secured.