Trending Now: Sydney Sweeney’s bra stunt sets social media ablaze – Fans React

American actress Sydney Sweeney has become best friends with controversy.

The “Euphoria” star is once again at the centre of online debate after a late-night stunt involving the Hollywood Sign went viral. 

What started as a teaser for her upcoming lingerie brand quickly turned into a conversation about legality, celebrity privilege and how far stars can go in the name of marketing.

Videos circulating online show Sweeney climbing up the iconic Hollywood sign at night. Dressed in black cargo pants, a hoodie and a cap, she appeared to string a line of bras across the famous white letters while a production crew filmed the whole thing. 

The video went viral and spread across social media, with many claiming it was staged for marketing purposes. Others pointed out that the consequences would be different if Sweeney “looked a certain way”.

“Watch her get a slap on the wrist because she looks a certain way,” the comment read.

The Hollywood sign is reportedly not just a tourist attraction. It is a protected structure with strict rules around access and filming. 

While reports indicate that Sweeney’s team secured a general filming permit from FilmLA, the permit reportedly only covered filming near the sign, not climbing it or attaching objects to it.

That distinction is where the legal questions began. Any unauthorised physical interaction with the sign can potentially be considered trespassing or vandalism, even if the items placed there are temporary. 

According to “TMZ”, the Hollywood Chamber of Commerce, which owns the intellectual property rights to the sign, said no permission was granted for the stunt and that they were not informed about it beforehand.

“TMZ” also reported that the Chamber was investigating how Sweeney and her team accessed the site and under what authority. While this sparked speculation about possible charges, the Los Angeles Police Department later clarified that there is currently no investigation underway and that no crime had been committed.

The bra display was part of a promotional rollout for Sweeney’s lingerie brand, “Syrn”, which is set to launch on January 28. 

According to reports, the brand has already drawn attention for its financial backing, with private equity firm Coatue involved and investors linked to Jeff Bezos and Lauren Sánchez.

The Hollywood sign stunt is just the latest example of how Sweeney has been choosing bold and attention-grabbing ways to promote her projects as she builds her name beyond acting.

This is far from the first time she has sparked backlash over advertising. Recently, Sweeney faced criticism over a jeans commercial that some viewers accused of using language with uncomfortable undertones. 

The situation escalated after former US President Donald Trump publicly praised the ad, adding another layer to the controversy. Sweeney later brushed off the backlash, saying she was surprised by the reaction but stood by the work.

Then there was the bathwater soap stint.

In 2025, Sweeney raised eyebrows after announcing a collaboration with Dr. Squatch, an American personal care brand marketed towards men. The partnership introduced a limited run of 5 000 bars of soap called Sydney’s Bathwater Bliss, each infused with drops of her actual bathwater.

The idea stemmed from a viral Dr. Squatch body wash commercial Sweeney filmed in 2024, where she appeared in a bubble-filled bathtub and teased viewers before revealing the product.

Fans became fixated on the bathwater vibe, and the brand leaned fully into it.