Sydney Sweeney is no stranger to turning heads, but her latest publicity stunt has the Hollywood Chamber of Commerce turning red with rage. The "Euphoria" star is in hot water after a guerrilla marketing campaign saw her and a crew scale the iconic Hollywood Sign to hang bras from its letters—a move officials say was completely unauthorized.

The stunt, designed to promote her new lingerie line, quickly went viral on TikTok, showing Sweeney clad in black gear, "breaking in" to the restricted landmark. While fans applauded the audacity of the marketing, the custodians of Tinseltown's most sacred symbol are not amused. The Hollywood Chamber of Commerce, which owns the trademark rights to the sign, has issued a blistering statement denying they granted permission.

Trespassing for Likes?

"The Hollywood Sign is not a billboard for underwear," a Chamber representative fumed. Access to the sign is strictly controlled due to safety concerns and its location in a fragile parkland ecosystem. Commercial filming requires rigorous permits, which Sweeney's team reportedly lacked.

• The Legal Risk: Beyond the PR backlash, Sweeney could face trespassing charges. The LAPD takes incursions onto the sign seriously, often deploying helicopters to intercept hikers. Using the footage for commercial gain without a license opens her up to significant trademark infringement lawsuits.
• The Defense: Sweeney's camp has remained silent, but industry insiders suggest this was a calculated risk. The fine for trespassing is a pittance compared to the millions of dollars in free advertising generated by the controversy.

The Viral Economy

This incident highlights the growing friction between traditional regulations and the "ask forgiveness, not permission" culture of the creator economy. For a star of Sweeney's caliber, a legal skirmish is just another plot point in the brand narrative.

As the bras are removed and the lawyers draft their letters, the message is clear: in 2026, even the most protected landmarks are just props for the next viral drop. Sydney Sweeney got the attention she wanted, but she may have burned a bridge with the town that made her a star.