Sydney Sweeney’s promotional creativity may have crossed a legal line.
The actress recently climbed atop the iconic Hollywood sign under cover of darkness to hang lingerie as part of a marketing stunt for her upcoming intimates line.
Now she’s facing potential criminal charges after the Hollywood Chamber of Commerce revealed they never authorized the production.
According to TMZ, what started as an edgy promotional idea could result in trespass and vandalism charges against the Euphoria star.
What Happened at the Hollywood Sign
Footage obtained by TMZ shows Sweeney’s production team filming as she scales the massive letters of the Hollywood sign at night. Once perched atop the landmark, she and her crew strung up a clothesline of bras along the iconic structure.
The late-night adventure was filmed to promote Sweeney’s lingerie line, which is backed by venture capital firm Coatue. Investors in the company include newlyweds Jeff Bezos and Lauren Sánchez, which explains Sweeney’s presence at their lavish $50 million three-day Venice wedding.
The Permit Problem
While Sweeney’s team did obtain a filming permit from FilmLA, that authorization didn’t include permission to physically touch or climb the sign. Such access requires separate approval from the Hollywood Chamber of Commerce, which owns the landmark and its intellectual property rights.
Hollywood Chamber CEO Steve Nissen made their position crystal clear in a statement to Entertainment Weekly.
The production with Sweeney was not authorized by the Hollywood Chamber of Commerce nor did we have prior knowledge of it.
Nissen elaborated on the legal requirements surrounding commercial use of the sign.
The Hollywood Chamber of Commerce owns the intellectual property rights to the image of the Hollywood Sign, so that 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. 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 for that production.
Legal Consequences on the Table
TMZ also obtained an email sent from the Hollywood Chamber to Persuasion Pictures, the production company that worked with Sweeney on the project. The message reiterated that no permission was sought or granted for commercial use of the sign’s image.
Sweeney now faces potential criminal charges including trespass and vandalism. Representatives for both Sweeney and FilmLA have not responded to requests for comment from Entertainment Weekly.
Another Controversy for Sweeney
This legal predicament arrives just as backlash from her previous controversy was beginning to fade. In July 2024, Sweeney launched her “Sydney Sweeney Has Great Jeans” campaign with American Eagle, which immediately sparked intense speculation about her political beliefs.
For months, The Housemaid star refused to address the criticism. At the Toronto International Film Festival in September, she declined to discuss the campaign.
I am there to support my movie and the people involved in making it. I’m not there to talk about jeans.
When GQ approached her about the subject in November, she expressed surprise at the backlash but wouldn’t clarify her views or apologize.
I think that when I have an issue that I want to speak about, people will hear.
A Change in Strategy
By December, Sweeney’s approach had shifted dramatically. Speaking with PEOPLE, she adopted a notably more contrite tone about the American Eagle campaign.
I was honestly surprised by the reaction. I did it because I love the jeans and love the brand. I don’t support the views some people chose to connect to the campaign. Many have assigned motives and labels to me that just aren’t true.
The actress, who was registered as a Republican as of June 2024, emphasized her personal values in the interview.
Anyone who knows me knows that I’m always trying to bring people together. I’m against hate and divisiveness.
She acknowledged that her previous strategy of staying silent may have backfired.
In the past my stance has been to never respond to negative or positive press, but recently I have come to realize that my silence regarding this issue has only widened the divide, not closed it. So I hope this new year brings more focus on what connects us instead of what divides us.
Whether this new approach to transparency extends to addressing her Hollywood sign escapade remains to be seen. For now, Sweeney faces potential legal consequences that go far beyond public relations damage.