Sydney Sweeney has landed herself in hot water after she was seen scaling the Hollywood sign to promote her new lingerie line. Photo / @sydney_sweeney
Sydney Sweeney has landed herself in hot water after she was seen scaling the Hollywood sign to promote her new lingerie line. Photo / @sydney_sweeney
Actress Sydney Sweeney has come under fire after she was seen hanging brassieres off a famous Hollywood landmark.
The Euphoria star climbed the iconic Hollywood Sign landmark as part of a night-time video shoot for a promotional campaign for her new lingerie line, according to TMZ.
Footage obtained by theoutlet shows Sweeney, 28, and her crew climbing through the sign’s large white letters.
Dressed in a plain black hoodie, cargo pants and a baseball cap, Sweeney is seen climbing a ledge on the back of one of the letters before motioning to a crew member to hand her coloured bras, which had been strung together.
Sweeney then throws the bras over the top of the sign before descending, as a crew member tells her “good job”.
Sweeney is later seen laughing before moving to the front of the sign to arrange the hanging bras into three draping strands.
The Hollywood Chamber of Commerce did not rule out filing a police report against White Lotus star Sydney Sweeney. Photo / Bang Showbiz
TMZ reported the actor had obtained permission from Film LA to shoot the Hollywood Sign, but the permit did not allow her to touch or climb it.
“There was no permission granted to do this, as is required,” said the Hollywood Chamber of Commerce which owns the intellectual property rights to use the image of the sign.
The Chamber said it was investigating the incident and did not rule out filing a police report.
“The production involving Sydney Sweeney and the Hollywood Sign, as reported by TMZ, was not authorised by the Chamber nor did we have prior knowledge of it,” the organisation said.
It added that it ”did not grant a licence or permission of any kind to the production involving Sydney Sweeney as reported by TMZ, nor did anyone seek a licence or permission from the Chamber for that production”.
Sydney Sweeney posing for American Eagle. Photo / American Eagle
TMZ also reported Sweeney’s Sym lingerie line has financial backing from former Amazon chief executive Jeff Bezos, whose wedding she attended last June.
According to People, this incident was not the first time a Sweeney fashion campaign had caused controversy.
Last year, critics claimed the White Lotus actor’s American Eagle advertisements, which featured the slogan “Sydney Sweeney Has Great Jeans”, had white supremacist implications.
The star said she 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 Hollywood Sign was built on Mt Lee in the Hollywood Hills in 1923.
Fifty years later, it was designated a Los Angeles Historic-Cultural Monument.
