Uh oh! It seems Miss Sydney Sweeney has found herself in a bit of hot water—again.
Known to show off her naughty bits, she’s now trying to round up other women to do the same, with a new lingerie line, which is reportedly financially backed by Amazon founder, Jeff Bezos.
However, now, it’s her marketing scheme that’s got people talking…
Sweeney posted a video Monday on Instagram capturing herself climbing the Hollywood sign at night and draping it with a wreath of bras before looking back at her work and smiling into the camera.
View this post on Instagram
Footage shared by TMZ shows the curvaceous star climbing onto one of the landmark’s colossal letters and placing several bras on display while a production crew filmed the scene.
The 28-year-old actress reportedly secured a filming permit through FilmLA, however, she allegedly did not receive authorization to physically climb or touch the historic monument.
The Hollywood Chamber of Commerce, which oversees the sign, confirmed to the outlet that no approval had been granted for the stunt. The Chamber enforces strict licensing regulations and considers the incident a serious trespass. SW Newsmagazine has reached out to the Chamber for additional comment.
“There was no permission granted to do this as is required,” the organization stated. As a result, Sweeney could potentially face consequences related to trespassing or vandalism, though no official action has been announced.
While a police report has not yet been filed, the chamber told TMZ that it was “still investigating how and under what authority (if any) the Sweeney production accessed the site of the sign.”
(This is one stunt whose label shouldn’t read “rinse and repeat.”)
This isn’t the first time the Spokane, Washington-native has found herself amid the swirl of controversy. In August 2025, Sweeney modeled for American Eagle jeans company, whose ad campaign cleverly used wordplay between “jeans” and “genes,” and was subsequently accused of promoting eugenics and white supremacy. At the time, Sweeney addressed the issue by announcing she was “surprised by the reaction,” and that many people had “assigned motives and labels” to her that were untrue.
Lately, she’s also been in the news for her highly publicized romantic relationship with music executive Scooter Braun, which began after meeting one another at Jeff Bezos and Lauren Sánchez’s wedding in Venice, Italy in June 2025.
Sweeney is returning April 12th to star as Cassie, an adult content creator, in the third season of HBO’s hit show, “Euphoria,” whose storyline we covered, here.
This is a developing story. We will update it with any news as it is released.
Main image: Sydney Sweeney, Courtesy of Rustice Jodgers
Follow us on social media: Instagram, Facebook, LinkedIn, YouTube
Discover more from SW Newsmagazine
Subscribe to get the latest posts sent to your email.
