Sydney Sweeney faces criticism from Hollywood Chamber of Commerce over unauthorised stunt at the Hollywood sign promoting a lingerie brand

A promotional stunt at the Hollywood sign has drawn criticism from the Hollywood Chamber of Commerce after actress Sydney Sweeney and others draped dozens of bras across the landmark’s letters.

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Video footage shared on social media showed the group climbing the hillside of Mount Lee in the Hollywood Hills, prompting questions about how access to the tightly controlled site was obtained.

Steve Nissen, president and chief executive of the Hollywood Chamber of Commerce, told the Los Angeles Times that the activity was not approved.

“The production involving Sydney Sweeney and the Hollywood sign was not authorised by the Hollywood Chamber of Commerce, nor did we have prior knowledge of it,” he said.

The display is believed to be part of a promotional campaign for Sweeney’s lingerie line, Syrn.

Reports indicate that Sweeney’s production company, Persuasion Pictures, secured a filming permit from FilmLA, the city’s official film office.

However, because the Hollywood sign is owned and licensed by the Hollywood Chamber of Commerce, separate authorisation would have been required.

Media reports suggest the stunt could trigger a police investigation, as the footage appears to show the group accessing the site through a wire fence, raising potential trespass concerns.

The incident adds to past controversy surrounding Sweeney’s marketing work, including criticism of an American Eagle jeans advertisement that some commentators viewed as problematic.

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No formal penalties or legal action have been announced at this stage.