Sydney Sweeney filmed a video of her scaling Los Angeles\u2019 Hollywood Sign and hanging bras to promote her new lingerie brand, which could cause legal trouble.<\/b>
\nCelebrity
The actor filmed a promo for her new brand, reportedly without permission.
Sydney Sweeney\u2019s campaign to launch her new lingerie brand may end up backfiring. Over the weekend, the actor was spotted scaling up Los Angeles\u2019 famed Hollywood Sign at night and hanging bras as decorations, with a camera crew following her. TMZ first published the video on Jan. 26 and reported that she could potentially be in legal trouble for the publicity stunt.
The Hollywood Chamber of Commerce, which owns the intellectual property rights to the image of the Hollywood Sign, said Sweeney\u2019s production was \u201cnot authorized.\u201d
In a statement to People, president and CEO Steve Nissen said the organization \u201cdid not grant a license or permission of any kind to the production involving Sydney Sweeney as reported by TMZ, nor did anyone seek a license or permission from the Chamber for that production.\u201d
He added, «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.\u201d
While TMZ reported that Sweeney got a permit from LiveLA for the video shoot, it didn\u2019t give her permission to touch or climb the Sign itself. This means the Chamber may be able to file a police report for trespassing and vandalism.
However, they told TMZ that they \u201care still investigating how and under what authority (if any) the Sweeney production accessed the site of the Sign,\u201d meaning no decision has been made.
Later that night, Sweeney used her Hollywood Sign footage to tease the brand\u2019s launch, going on a heist-like mission in the Hollywood Hills and scaling the mountain with a rope to reach the Sign. With some help from her friends (and dog Sully), she decorates the Sign with some of her new bra designs, before unveiling the name of her new lingerie range.
Sweeney officially announced her new brand, Syrn, the next day, debuting new campaign images that show off her lingerie offerings in settings like an empty theater and a flower garden. However, she has yet to comment on the reports or response from the Hollywood Chamber of Commerce.<\/p>\n