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Sydney Sweeney’s bra prank on Hollywood sign goes viral

January 27, 2026 By: Stephen Dietrich

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Hollywood star Sydney Sweeney could face criminal trespassing and vandalism charges after climbing the iconic Hollywood and draping it with bras — a publicity stunt for her new lingerie line.

TMZ obtained video of the “Euphoria” star scaling what appears to be the “H” with a handful of bras. Sydney and her crew made their way to the top of the letters and strung up a clothesline of bras. Sweeney is gleeful as she surveys her handiwork in the footage.

The stunt was a promotion for the launch of her new lingerie line, Syrn.

However, Sweeney’s production company did not have permission to touch or climb the Hollywood sign – and it could get the actress into legal trouble. TMZ obtained an email from the Hollywood Chamber of Commerce, which owns the Hollywood Sign’s intellectual property rights.

“The production involving Sydney Sweeney and the Hollywood Sign, as reported by TMZ, was not authorized by the Hollywood Chamber of Commerce nor did we have prior knowledge of it,” Hollywood Chamber of Commerce President and CEO Steve Nissen said in a statement.

“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 as reported by TMZ, nor did anyone seek a license or permission from the Chamber for that production.”

“We are still investigating how and under what authority (if any) the Sweeney production accessed the site of the Sign.”

A police report could be filed, TMZ warned.

The bras were taken down after the shoot, but Sydney and her crew left behind four or five. Sweeney has reportedly been working on the lingerie line for at least the past year.

About the Author

Stephen Dietrich

Stephen is a U.S. Army veteran with over a decade of combined experience in political commentary, economics, and news.

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