California — Actress Sydney Sweeney has come under fire after allegedly trespassing on public property by hanging bras on the iconic Hollywood Sign to promote her new lingerie brand.

On January 26, Sweeney posted a video on Instagram showing her and her crew climbing Mount Lee in the Santa Monica range in Los Angeles, where the landmark is located. Dressed in black, the team appeared to scale the letters and decorate them with strings of bras—part of a promotional stunt for SYRN, the underwear label founded by Sweeney.

The video quickly racked up millions of views, sparking debate over whether the act was legal. Some praised the stunt as bold marketing, while others criticized it as disrespectful to a shared city symbol, accusing the actress of encouraging vandalism and calling the campaign tasteless.

According to TMZ, the video was filmed several days earlier. The outlet reported that FilmLA had granted permission to film the sign but did not authorize anyone to touch or climb the letters. TMZ also cited an email from the Hollywood Chamber of Commerce, which holds the image rights to the sign, stating that Sweeney was not permitted to film or use footage of the landmark without approval. Authorities are reportedly investigating how her crew accessed the site and whether to involve police. Sweeney’s representatives have not commented.

Born in 1997 in Washington state, Sweeney is a rising Hollywood star best known for her role as Cassie in Euphoria (2019). In recent years, she has taken on a wide range of genres, from romantic comedies to biopics. Her latest project, The Housemaid, is set to premiere in late December 2025.

The Hollywood Sign is a major cultural symbol of the United States. Originally reading “Hollywoodland,” it was erected in 1923 by Harry Chandler, publisher of the Los Angeles Times, to promote real estate. After the original company went bankrupt in the 1940s, the sign became city property and was restored in 1949, when the final four letters—“LAND”—were removed, giving it its current form.