On January 26, Sydney Sweeney garnered attention on Instagram by posting a video showing her and her team climbing Mount Lee in the Santa Monica mountain range, Los Angeles, home to the iconic Hollywood sign. Dressed in black, they ascended the letters, decorating them with strung-together bras. This activity was part of a promotional campaign for SYRN, a lingerie brand founded by Sweeney.
Sweeney's video quickly amassed millions of views, sparking debate over the legality of her actions. While some viewers praised it as an impressive marketing tactic, others criticized the apparent violation of public property. Comments suggested the actress was encouraging vandalism and that the advertising campaign lacked taste.
Public comments included: "This action is disrespectful and disappointing", "I wonder who she is targeting", and "You should use your personal platform for good instead of doing these stunts".
Sydney Sweeney climbed the sign for an advertising campaign. The news outlet posted this video hours before the actress shared it on her personal page. Video: TMZ
TMZ reported that Sydney Sweeney and her production team filmed the video several days prior. According to the news outlet, FilmLA, a non-profit organization that manages local film production, granted Sweeney permission to film the sign but not to touch or climb on the letters.
TMZ also received an email from the Hollywood Chamber of Commerce, the entity that owns the image rights to the sign. The Chamber asserted that Sydney Sweeney did not have permission to film the city's emblem or use related videos without the organization's consent. TMZ suggested her actions could lead to charges of trespassing or property damage. The Chamber is currently investigating how Sweeney's team gained access to the landmark before deciding whether to report the incident to the police. Representatives for the actress have not yet commented on the matter.
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The 29-year-old at the "Christy" film promotion at the Toronto Film Festival in September 2025. Photo: Instagram/ Sydney Sweeney
Born in Washington in 1997, Sydney Sweeney is a rising star in Hollywood. Her career features many intense film roles, and she gained widespread recognition for her portrayal of Cassie in the series "Euphoria" (2019). In recent years, she has explored various genres, from romantic comedies to biographical films. Her latest project, "The Housemaid," released in late December 2025, received praise.
The Hollywood Sign is a recognizable landmark and a cultural symbol of the United States. The original inscription, "Hollywoodland," was erected by Harry Chandler, editor of the Los Angeles Times, in 1923 with the aim of promoting real estate.
In the early 1940s, the Hollywoodland company faced bankruptcy due to the economic crisis. By 1944, the sign had severely deteriorated and became city property. Five years later, the Hollywood Chamber of Commerce decided to renovate the sign, removing the four letters "LAND" from the end, resulting in its current appearance.
By Phuong Thao (according to People, TMZ)
