Sydney Sweeney reprimanded after bras were draped over Hollywood sign

The Housemaid star Sydney Sweeney has been reprimanded by the Hollywood Chamber of Commerce after footage posted on social media showed her and a group climbing to the Hollywood sign on Mount Lee in Los Angeles and hanging dozens of strung‑together bras over the sign’s 50ft‑tall letters.

In a statement to the LA Times, Steve Nissen, president and CEO of the Hollywood Chamber of Commerce, said: “The production involving Sydney Sweeney and the Hollywood Sign … was not authorised by the Hollywood Chamber of Commerce nor did we have prior knowledge of it.” The stunt is believed to be promoting a new lingerie line, Syrn. The LA Times reported that Sweeney’s production company, Persuasion Pictures, had obtained a filming permit from FilmLA, but the sign is owned and licensed by the Hollywood Chamber of Commerce and would require permission from them as well.

Media outlets have theorised that Sweeney could face police investigation for trespass, noting she appears to break into the site through a wire fence. Sweeney has previously drawn comment for marketing activity, including an American Eagle jeans advert whose slogan “Sydney Sweeney has great jeans” was criticised as carrying undertones of eugenics and being “a nod to white supremacy.”