Sydney Sweeney 28-year-old star of “Euphoria” and “The Housemaid” posted video on Monday of her and others climbing up Mount Lee in the dead of night before hanging a strings of bras on the famous Hollywood sign in Los Angeles, part of a promotional campaign to hype her new lingerie line SYRN.
Release Date
01/27/2026
Los Angeles,California
The Hollywood Chamber of Commerce, which owns the sign’s intellectual property, says it did not authorize or grant permission for Sydney Sweeney or her team to climb, touch, or alter the Hollywood sign itself. They emphasize that any commercial use or access to the sign requires a specific license or permission. Sweeney’s production did reportedly get a general permit through FilmLA to film near the Hollywood sign.
There’s talk in multiple outlets of possible legal consequences, including trespassing or vandalism charges, since she accessed and decorated the landmark without authorization.
