Sydney Sweeney could be in legal trouble after a reported publicity stunt.
The “Euphoria” star, 28, was recently recorded climbing the Hollywood sign in California to promote a forthcoming lingerie line. While the sign is technically publicly owned, by the City of Los Angeles, the Hollywood Chamber of Commerce owns the licensing rights. TMZ was first to report the news.
The Hollywood Chamber of Commerce and the Hollywood Sign Trust, which manages upkeep and security of the sign, have both indicated that neither Sweeney nor her team requested permission to be on the property or include it in footage.
In a statement to USA TODAY Monday, Jan. 26, the Hollywood Chamber of Commerce said that the production “was not authorized … nor did we have prior knowledge of it.” The chamber is reportedly investigating the incident.
Sydney Sweeney photos: Look back at the ‘Euphoria’ star’s best looks, career
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The Emmy-nominated star of “Euphoria” and “The White Lotus,” Sydney Sweeney, has made a name for herself in prestige television, on silver screens in horror flicks or romantic comedies and as a fashion darling on red carpets like the Met Gala.
Scroll through for more photos of her life and career.
USA TODAY has reached out to Sweeney’s reps for comment.
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Sydney Sweeney posts footage from Hollywood sign stunt
On Monday, Sweeney posted footage from the marketing stunt on social media, showing the actress and production team dressed in all black, driving up to the sign before hopping out of a black van. The group is seen climbing through a break in a chain fence before scaling up the property using rope, then opening several duffel bags to reveal hundreds of bras, which appear to be tied together to be thrown over the “H” and “O.”
“I’m going to get caught with this, right?” Sweeney could be heard saying. The video then cuts to bras supposedly being draped across every letter of the sign, as Sweeney stands hundreds of feet below, posing for the camera. The name of Sweeney’s line is then revealed, Syrn, and points viewers to its website, where you can enter an email for early access.
Sydney Sweeney attends the Los Angeles premiere of Lionsgate’s “The Housemaid” at TCL Chinese Theatre on Dec. 15, 2025, in Hollywood.
The thumbnail for the video features Sweeney shown from behind, wearing lingerie and matching gloves, with the words “coming 1.28 xo Syrn” written on a mirror.
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Sweeney, who is coming off the sleeper success of her psychological thriller “The Housemaid” opposite Amanda Seyfried and is gearing up for the long-awaited Season 3 of “Euphoria,” has been known for out-of-the-box publicity stunts. The actress collaborated with Dr. Squatch to create a limited-edition soap containing real droplets of her bathwater, while her most controversial collaboration – a jeans ad for American Eagle that faced allegations of promoting eugenics – became the defining controversy surrounding her in 2025.
This article originally appeared on USA TODAY: Sydney Sweeney promotes lingerie line Syrn in Hollywood sign stunt