Sydney Sweeney sparks debate with Hollywood Sign bra stunt

by Zaghrah Anthony

Sydney Sweeney turns Hollywood into a marketing playground

Sydney Sweeney has never shied away from the spotlight, but her latest stunt—climbing the Hollywood Sign to string bras across the letters, has pushed the conversation about celebrity marketing, privilege, and legality to new heights.

The “Euphoria” star was filmed at night wearing black cargo pants, a hoodie, and a cap, carefully draping a line of bras across the iconic structure while her production team captured the moment. The video quickly went viral, spreading across TikTok, Instagram, and Twitter, and sparking reactions ranging from awe to sharp criticism.

One social media user summed it up: “Watch her get a slap on the wrist because she looks a certain way.” Many others echoed concerns about the stunt’s legality and the audacity of using a protected landmark for marketing purposes.

 

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A post shared by Sydney Sweeney (@sydney_sweeney)

The legal line: stunt vs. trespass

The Hollywood Sign isn’t just a backdrop for tourist photos, it’s a protected cultural landmark. Any unauthorised physical interaction with the letters, even temporary, can fall under trespassing or vandalism laws.

While Sweeney’s team reportedly secured a general filming permit from FilmLA, that permit only allowed filming near the sign—not climbing it or attaching objects. The Hollywood Chamber of Commerce, which owns the intellectual property rights, confirmed they were not informed about the stunt and are investigating how the crew accessed the site.

Despite the questions, the LAPD confirmed no crime has been committed, and there’s no formal investigation underway. The stunt remains legal—but not without sparking debate about celebrity privilege and double standards in public perception.

A bold rollout for “Syrn”

The bra display was designed to promote Sweeney’s new lingerie brand, Syrn, launching on January 28. The label has already drawn attention for its financial backing, including investments from private equity firm Coatue and figures connected to Jeff Bezos and Lauren Sánchez.

The stunt fits Sweeney’s growing reputation for attention-grabbing marketing. She has previously courted controversy with bold campaigns—from a jeans commercial criticized for its language, to the infamous Sydney’s Bathwater Bliss collaboration with Dr. Squatch in 2025, where limited edition soaps were infused with drops of her bathwater.

The cultural conversation

Sweeney’s Hollywood Sign stunt has reignited broader conversations about celebrity influence, social media clout, and public reactions to daring marketing. Fans were split—some applauded her creativity and fearlessness, while others questioned whether such stunts would face different consequences if performed by someone else.

For Sweeney, the message seems clear: controversy equals visibility, and she’s not afraid to use it to expand her influence beyond acting. As the world waits for the official Syrn launch, the stunt has already cemented Sweeney’s place as one of Hollywood’s most provocative and talked-about figures.

Source: IOL

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