Sydney Sweeney draped the famed Hollywood sign in Los Angeles with bras in a promotional stunt that unfolded without permission from the landmark's owners.
Sweeney, 28, the star of "Euphoria" and "The Housemaid," posted video Monday of her and other people climbing up Mount Lee in the dead of night before they hung a string of bras on the famous sign, part of a promotional campaign to hype her new lingerie line, SYRN.
While Sweeney was giggling throughout the video, it didn't bring any laughs from the Hollywood Chamber of Commerce, owners of the landmark.
Sweeney's stunt "was not authorized by the Hollywood Chamber of Commerce nor did we have prior knowledge of it," CEO Steve Nissen said in a statement Monday.
The company "owns the intellectual property rights to the image of the Hollywood" sign, and anyone who seeks to use it "must obtain a license or permission from the Hollywood Chamber to do so," Nissen added.
He concluded: "The Hollywood Chamber of Commerce did not grant a license or permission of any kind to the production involving Sydney Sweeney."
The chamber's website includes a tab explaining the Hollywood sign's licensing rules over the landmark.
A representative for Sweeney did not immediately respond to a request for comment Tuesday.
Sweeney is no stranger to controversial or sensational ad campaigns. She caused an uproar last year over her commercial for the clothing retailer American Eagle that proclaimed she had "great jeans." The ad became a political flash point, with some accusing it of promoting white supremacy or eugenics.
She also turned heads last year by appearing in an ad for Dr. Squatch soap in which she was taking a bath, then using the bathwater to make and sell her own soap, “Sydney’s Bathwater Bliss.”
