Sydney Sweeney ‘wasn’t allowed’ to hang her bras on Hollywood sign, site owners say | film

Housemaid star Sydney Sweeney has been reprimanded by the Hollywood Chamber of Commerce over a promotional stunt that involved draping bras over the iconic Hollywood sign in Los Angeles.

Sweeney posted footage on social media of herself and a group of people climbing the sign on Mount Lee, in the city’s Hollywood Hills area, and hanging dozens of bras tied together over the sign’s 50-foot-tall letters.

In a statement to the Los Angeles Times, Steve Nissen, president and CEO of the Hollywood Chamber of Commerce, said: “The production involving Sidney Sweeney and the Hollywood Sign…was not authorized by the Hollywood Chamber of Commerce and we had no prior knowledge of it.”

The stunt is believed to be promoting a new line of underwear, Syrn, with which Sweeney is associated. The Los Angeles Times reported that Sweeney’s production company, Persuasion Pictures, had obtained a filming permit from Los Angeles’ official film office, FilmLA, but since the banner is owned and licensed by the Hollywood Chamber of Commerce, a permit would be required from them as well.

The media assumed that Sweeney might face police investigation for trespassing, as she had apparently broken into the site through a wire fence.

Sweeney has previously attracted comment over her marketing activities, most notably in relation to an advertisement for American Eagle jeans whose slogan “Sidney Sweeney has great jeans” was criticized as having eugenics undertones and being a “sign of white supremacy”.