Sydney Sweeney’s Bold Promotion for Lingerie Line

It seems that Sydney Sweeney is really going all out to promote her new lingerie line. Recently, a video surfaced showing the “Euphoria” star climbing the Hollywood sign at midnight, perhaps trying to make a memorable statement just before the launch.

In the footage, Sweeney sported black cargo pants, a hoodie, and a hat, hanging her bra on a clothesline that stretched above the iconic sign. It’s quite an attention-grabbing move, isn’t it?

According to reports, Sweeney’s team did obtain permission from FilmLA to film near the spot, but they were specifically told not to climb or touch the sign. The Hollywood Chamber of Commerce, which owns the rights to the Hollywood sign, confirmed that Sweeney did not have the necessary permissions. They stated, “the required permits were not obtained.” This could lead to charges of trespassing or even criminal damage, as noted by some media outlets.

Interestingly, the Los Angeles Police Department told media that no crime was currently being investigated, and a deputy mentioned, “No crime was committed.” So, it appears the situation is a bit murky.

Social media reactions to Sweeney’s stunt have been mixed. Some users commented, “I guess she never learned how to advertise after that jeans commercial,” while another quipped about whether climbing a sign could lead to a prison sentence. It’s fascinating how quickly people react to these kinds of antics.

Sweeney is reportedly working on this lingerie line with backing from Jeff Bezos and his wife, Lauren Sanchez. A source claimed last year that this has been a significant project for her, one that she’s been developing for about a year.

Her brand also has the support of Ben Schwerin, a partner at a private equity firm that’s just opened a fund aimed at high-growth public and private tech companies. It’s nice to see her ambitions taking shape, but this little stunt—while bold—has definitely drawn attention, both good and bad.

Just a few months ago, Sweeney faced backlash for a campaign with American Eagle that some criticized for its wording. She expressed surprise at the negative responses to that campaign, stating she didn’t understand the negative connotations attached to it. It seems this incident with the Hollywood sign might just add to the buzz, whether it’s positive or controversial.