Hollywood Heights: Sydney Sweeney Faces Legal Heat Over Late-Night Bra Stunt

LOS ANGELES, CA — Sydney Sweeney is proving that “all publicity is good publicity”—though the Los Angeles legal system may have a different opinion. On Monday, January 26, 2026, leaked footage obtained by TMZ showed the actress scaling the 45-foot-tall letters of the Hollywood Sign under the cover of night to drape them in bras from her upcoming brand, Syrn.

While the stunt was designed to generate buzz for her high-stakes venture—reportedly backed by Jeff Bezos and Lauren Sánchez—it has landed the actress in the crosshairs of the Hollywood Chamber of Commerce.

1. The Stunt: “Sexy Tinsel” on the ‘H’

In the viral video, Sweeney is seen wearing a black hoodie and cargo pants, accompanied by a professional production crew.

• The Act: The crew used a clothesline to string together several bras, draped across the letter “H” of the historic landmark.
• The Vibe: After finishing the setup, Sweeney was filmed laughing and admiring the “bra-tinsel” before her team quickly removed the items and fled the scene.
• The Brand: The stunt is part of the rollout for Syrn, a lingerie line launched via the private equity firm Coatue.

2. The Legal Loophole: Permit vs. Permission

The core of the controversy lies in a misunderstanding—or a deliberate bypass—of filming regulations.

• FilmLA Permit: Sweeney’s production team, Persuasion Pictures, did secure a standard filming permit from FilmLA to shoot in the vicinity of the sign.
• The Chamber’s Stance: Steve Nissen, President of the Hollywood Chamber of Commerce, clarified that a FilmLA permit does not grant the right to touch, climb, or commercially use the image of the sign.
• The Warning: A leaked email from the Chamber sent to the production team on January 23 warned: “Neither you nor the production company have sought or received permission to use the images captured for any commercial use.”

3. Potential Charges and Consequences

Because the Hollywood Sign is a restricted area under 24/7 surveillance, the LAPD and the Chamber are currently “investigating the authority” under which the crew accessed the site.

• Criminal Trespassing: Scaling the fence and the letters of the sign is a misdemeanor offense in Los Angeles.
• Vandalism: While the bras were removed and no permanent damage was reported, the unauthorized “alteration” of a protected landmark can carry vandalism charges.
• Civil Litigation: The Chamber owns the trademark for the sign’s image; they could sue to block the use of the footage in any future commercials for Syrn.