Sydney Sweeney, the acclaimed actor known for her role in The Housemaid, has found herself at the centre of a controversy after an unauthorised promotional stunt involving the iconic Hollywood sign in Los Angeles. The Hollywood Chamber of Commerce has publicly stated that it did not approve the activity, which saw bras draped over the landmark's letters.
Unauthorised Activity on a Protected Landmark
In a recent social media post, Sweeney shared footage of herself and a group of individuals climbing up to the Hollywood sign, located on Mount Lee in the Hollywood Hills. The video showed them hanging dozens of bras, strung together, over the 50-foot-tall letters of the sign. This act was intended to promote Syrn, a new lingerie line with which Sweeney is associated.
Official Response from the Hollywood Chamber of Commerce
Steve Nissen, president and CEO of the Hollywood Chamber of Commerce, issued a statement to the LA Times clarifying the situation. He emphasised that the production involving Sydney Sweeney and the Hollywood Sign was not authorised by the chamber, nor did they have any prior knowledge of it. The sign is owned and licensed by the Hollywood Chamber of Commerce, meaning any promotional or filming activities require explicit permission from them.
While Sweeney's production company, Persuasion Pictures, had obtained a filming permit from FilmLA, Los Angeles' official film office, this did not cover the use of the Hollywood sign itself. This oversight has led to potential legal repercussions, with media outlets speculating that Sweeney could face a police investigation for trespassing, as the footage appears to show her breaking into the site through a wire fence.
Historical Context of Sweeney's Marketing Strategies
This is not the first time Sydney Sweeney has stirred debate with her marketing efforts. Previously, she faced criticism for an advert for American Eagle jeans, where the slogan "Sydney Sweeney has great jeans" was accused of carrying undertones of eugenics and being interpreted as a nod to white supremacy. These incidents highlight a pattern of provocative promotional tactics that often blur the lines between creativity and controversy.
Implications for Future Promotions
The unauthorised stunt raises important questions about the boundaries of promotional activities on protected cultural landmarks. It underscores the need for celebrities and production companies to secure all necessary permissions to avoid legal issues and public backlash. As this story develops, it serves as a cautionary tale for those in the entertainment industry looking to leverage iconic sites for marketing purposes.
