Sweeney's Hollywood Sign Stunt Sparks Legal Firestorm

Actress Sydney Sweeney recently found herself in a precarious legal situation following a promotional stunt involving the iconic Hollywood Sign. Reports indicate that Sweeney scaled the landmark under the cover of darkness earlier this week to hang bras for her new lingerie brand's launch. This venture is reportedly backed by Amazon founder Jeff Bezos.

While a filming permit was secured, officials from the Hollywood Chamber of Commerce assert that it did not authorize touching or physically altering the sign. The Chamber, which owns the intellectual property rights to the Hollywood Sign's image, stated that permission for commercial use of the captured images had not been sought or granted. FilmLA had previously notified the production of the requirement to obtain a license from the Chamber.

Subsequent reports suggest that the bras were removed shortly after the shoot concluded, though some were allegedly left behind. The incident has sparked debate online, with many questioning whether the stunt was a stroke of genius marketing or a display of poor judgment, ultimately generating significant headlines for the brand. The commercial use of the footage reportedly requires retroactive approval or licensing from the Hollywood Chamber of Commerce.