Sydney Sweeney may have turned a fun marketing stunt into a big legal headache.
Someone call the Fun Police!
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The Euphoria actress is reportedly facing potential sanctions after a late-night promo video showed her throwing a chain of bras over the Hollywood sign. The clip (above) was posted on Monday (January 26), and doubles as a launch tease for Syrn by Sydney Sweeney, her new underwear brand.
Shot under cover of darkness, the video shows Sweeney loading a van with lingerie, knotting bras together, and draping them across the iconic landmark. The post quickly made the rounds online.
Permission was never part of the plan. It’s always better to ask for forgiveness, right?
According to the Los Angeles Times, neither the Hollywood Chamber of Commerce, which controls the commercial rights to the sign, nor the Hollywood Sign Trust, which manages the site, were notified or approved the stunt.
“Anyone intending to use and or access the Hollywood Sign for commercial purposes must obtain a licence or permission,” said Steve Nissen, chief of the Hollywood Chamber of Commerce. He confirmed the production involving Sweeney was unauthorized and unknown to the Chamber prior to its appearance online.
The Los Angeles Police Department told the LA Times that no police report has been filed so far, leaving the legal fallout unclear.
The incident adds to a growing list of headline-grabbing moments for Sweeney. Last year, she faced backlash over an American Eagle jeans campaign criticised for perceived racial undertones. After months of silence, she later said she does not support the views linked to the controversy.
Before that, the actor raised eyebrows by selling soap infused with her own bath water, proving once again that controversy and commerce often travel together in modern celebrity culture.
Is everything in the world just a bit too serious? Can everyone just calm down, even a tad?
