Sydney Sweeney’s Hollywood Sign bra stunt raises legal questions

Sydney Sweeney

Sydney Sweeney is once again dominating headlines, this time over a viral marketing stunt that may have crossed a legal line. Footage circulating online shows the Housemaid star hanging bras from the iconic Hollywood Sign while promoting her new lingerie brand.

According to TMZ, Sweeney had a FilmLA permit to shoot in the area, but not permission to touch or climb the landmark itself, both of which appear to occur in the video. Watch below:

That distinction matters.

“TMZ obtained an email from the Hollywood Chamber of Commerce, which owns the Hollywood Sign,” the outlet reported. “The Chamber made it clear…her production company was notified she could not shoot the sign or use the video without getting prior approval from the Chamber.”

The report adds that “Sydney climbing the hill and the sign and then festooning it with bras could even put her in legal jeopardy for criminal trespass and/or vandalism.”

The chair of the Hollywood Chamber of Commerce confirmed to TMZ that “there was no permission granted to do this as is required,” though the organization has not said whether it plans to pursue charges. When asked if a police report would be filed, the response was silence.

Whether the incident leads to real consequences or simply fuels the lingerie line’s visibility remains to be seen, but the move fits neatly into Sweeney’s growing reputation for viral moments. The Euphoria star has repeatedly proven adept at generating online buzz, from headline-making Instagram posts to eyebrow-raising promotional tactics.

If nothing else, the timing has worked in her favor.

Sweeney’s latest film, The Housemaid, has become director Paul Feig’s highest-grossing movie to date, surpassing Bridesmaids with $294.9 million at the global box office and closing in on the $300 million mark.

Elsewhere, Sweeney has continued to reflect openly on her time in the superhero space. Discussing Madame Web last year, she said, “It’s always fun to be able to be a part of something that’s bigger than yourself.”

“I hadn’t done a studio film yet, and I had started my production company,” she added. “I had some properties that I really wanted to be able to take out to studios, and I needed to be able to get my name to have more value, within a studio household.”

When criticism of the film’s performance was raised, Sweeney shrugged it off. “I mean, I had a really fun time, so that is all that matters to me,” she said. “If you are enjoying what you do, it doesn’t really matter what the outcome is on a box office level.”

Whether the Hollywood Sign stunt ends in legal paperwork or just more headlines, one thing remains clear. Sydney Sweeney knows exactly how to keep the spotlight on her.

REELated:

Amazon invests in Sydney Sweeney’s lingerie, is Bond next?

Sydney Sweeney
Sydney Sweeney

Sydney Sweeney is once again dominating headlines, this time over a viral marketing stunt that may have crossed a legal line. Footage circulating online shows the Housemaid star hanging bras from the iconic Hollywood Sign while promoting her new lingerie brand.

According to TMZ, Sweeney had a FilmLA permit to shoot in the area, but not permission to touch or climb the landmark itself, both of which appear to occur in the video. Watch below:

That distinction matters.

“TMZ obtained an email from the Hollywood Chamber of Commerce, which owns the Hollywood Sign,” the outlet reported. “The Chamber made it clear…her production company was notified she could not shoot the sign or use the video without getting prior approval from the Chamber.”

The report adds that “Sydney climbing the hill and the sign and then festooning it with bras could even put her in legal jeopardy for criminal trespass and/or vandalism.”

The chair of the Hollywood Chamber of Commerce confirmed to TMZ that “there was no permission granted to do this as is required,” though the organization has not said whether it plans to pursue charges. When asked if a police report would be filed, the response was silence.

Whether the incident leads to real consequences or simply fuels the lingerie line’s visibility remains to be seen, but the move fits neatly into Sweeney’s growing reputation for viral moments. The Euphoria star has repeatedly proven adept at generating online buzz, from headline-making Instagram posts to eyebrow-raising promotional tactics.

If nothing else, the timing has worked in her favor.

Sweeney’s latest film, The Housemaid, has become director Paul Feig’s highest-grossing movie to date, surpassing Bridesmaids with $294.9 million at the global box office and closing in on the $300 million mark.

Elsewhere, Sweeney has continued to reflect openly on her time in the superhero space. Discussing Madame Web last year, she said, “It’s always fun to be able to be a part of something that’s bigger than yourself.”

“I hadn’t done a studio film yet, and I had started my production company,” she added. “I had some properties that I really wanted to be able to take out to studios, and I needed to be able to get my name to have more value, within a studio household.”

When criticism of the film’s performance was raised, Sweeney shrugged it off. “I mean, I had a really fun time, so that is all that matters to me,” she said. “If you are enjoying what you do, it doesn’t really matter what the outcome is on a box office level.”

Whether the Hollywood Sign stunt ends in legal paperwork or just more headlines, one thing remains clear. Sydney Sweeney knows exactly how to keep the spotlight on her.

REELated:

Amazon invests in Sydney Sweeney’s lingerie, is Bond next?

Sydney Sweeney
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