Another year and another controversy for actress Sydney Sweeney. The protagonist of the series Euphoria and more recently the movie The Housemaid could be in trouble for the way in which she has chosen to promote her new lingerie brand. The 28-year-old has used the famous Hollywood sign to do so in a video that has gone viral.
One of the most popular faces in the industry in recent years, Sweeney climbed the sign accompanied by a film crew under the cloak of darkness. In the video, obtained exclusively by the TMZ portal, the actress is dressed in a hoodie, and is joined by a man whose face is covered by a scarf. They are seen arriving at the landmark and hanging several bras from it — bras from the actress’ underwear line, yet to be launched, and in which Jeff Bezos and his wife, Lauren Sanchez, have reportedly invested, which is clearly why the actress attended their wedding in Venice last summer.
In the video, Sweeney is seen clambering between the letters and scaling the scaffolding to hang the bras. The garments are linked in a long chain while muffled laughter can be heard. A jolly jape but unfortunately not a legal one. The Hollywood sign is a protected feature of the city, managed by the Hollywood Chamber of Commerce, which also manages the more than 3,800 stars on the Walk of Fame.
The sign is not lit up at night precisely to discourage people from climbing it. During the day, you can access it by various routes but technically touching it is banned. Moreover, its location on a steep slope makes it a risky proposition.
Sweeney’s video suggests that the activity was clandestine, which was confirmed by the Chamber of Commerce itself in a statement sent to the media, after the footage was released. “The production involving Sydney Sweeney and the Hollywood Sign, as reported by TMZ, was not authorized by the Hollywood Chamber of Commerce nor did we have prior knowledge of it,” stated the Hollywood Chamber of Commerce chief, Steve Nissen. “Anyone intending to use and/or access the Hollywood Sign for commercial purposes must obtain a license or permission from the Hollywood Chamber to do so.”
EL PAÍS has asked the Chamber of Commerce if it will sue the actress and was told: “We are still investigating how and under what authority, if any, the production team accessed the venue.”
Sweeney would have needed to obtain a permit from the body that is in charge of film and television shooting in the city, called FilmLA, which promotes the image of the city as a global set. However, in no case would FilmLA have been able to authorize the team to climb the sign, which would fall outside its jurisdiction.
After filming, the crew removed the bras, leaving half a dozen scattered around the area — incriminating evidence that could make things difficult for the actress if the Hollywood Chamber of Commerce decides to take the matter further.
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