Sydney Sweeney Under Fire For Scaling Hollywood Sign To Hang Lingerie As She's Branded 'Unlikable'

Sydney Sweeney recently climbed the iconic Hollywood sign to promote her upcoming lingerie line, reportedly backed by Jeff Bezos.

Although the actress had a filming permit, she did not receive approval to touch or scale the landmark, which raised potential concerns about trespassing or vandalism.

Sydney Sweeney, known for her high-profile social life and brand partnerships, has also been in the spotlight for her relationship with Scooter Braun.

Sydney Sweeney Stirs Controversy With Hollywood Sign Stunt

Sweeney has reportedly sparked controversy after scaling the famed Hollywood sign as part of a promotional stunt for her upcoming lingerie brand.

Footage shared by TMZ shows the "Euphoria" star climbing onto one of the landmark's massive letters and placing several bras on display while a production crew filmed the scene.

At one point, Sweeney and her team were seen atop the structure, hanging lingerie across the sign using a makeshift clothesline.

According to sources cited by the news outlet, the shoot was intended to generate buzz for Sweeney's new lingerie venture, which is reportedly financially backed by Amazon founder Jeff Bezos.

While the actress reportedly secured a filming permit through FilmLA, 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 was granted for such activity.

"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.

The Actress Was Slammed For Her Latest Promo Stunt

Sydney Sweeney reclaiming her body from Hollywood by putting her new lingerie line on the Hollywood sign. 👏🏻 pic.twitter.com/1vR0VyyWvI

— kayla (@jadedkayla) January 26, 2026

On social media, Sweeney received some heat too from some fans who described her as "unlikable."

A person on X wrote, "She just comes up with more ways to be unlikeable and useless," while another simply said, "Send her to jail."

A third person noted, "I mean, after selling her water she bathed on… Nothing would surprise me."

However, amid the backlash, some found Sweeney's stunt to be quite entertaining, arguing that she "did  nothing wrong."

"This sounds like something Cassie would do in Euphoria," someone joked while referring to her "Euphoria" character.

Sydney Sweeney Juggles Acting, Lingerie Launch, And A-List Social Scene

News of Sweeney's lingerie line first surfaced last summer, with sources describing it as a personal project she had been quietly developing for over a year.

While best known for her acting, Sweeney has also built a reputation as a brand ambassador, partnering with companies such as HeyDude, Bai beverages, Dr. Sasquatch, and Levi's.

Reflecting on her busy schedule, she told Empire, "I love working. I love having to juggle multiple things at the same time. I don't really sleep much, but I do best when I don't sleep much."

"The Anyone But You" star has also maintained a strong presence in elite social circles, attending high-profile events such as Bezos and Lauren Sánchez's lavish wedding in Venice, where she was seen interacting with other celebrities, including Tom Brady and Orlando Bloom.

Recently, Sweeney has been in the spotlight due to her publicized relationship with music executive Scooter Braun.

Sydney Sweeney's Cassie Stars As OnlyFans Creator In 'Euphoria' Season 3 Trailer

Meanwhile, Sweeney's acting career continues to gain momentum: as "Euphoria" gears up for its highly anticipated Season 3, where her character, Cassie, takes a provocative new turn as an adult content creator launching an OnlyFans-style page.

The new trailer offers a glimpse into the bold storyline: one scene shows Cassie dressed in a brown corset with dog ears and a tail, straddling a doghouse and giving a playful smile to the camera.

Another clip features her filming content on all fours on a bed with a chew toy in her mouth, only to be interrupted by her soon-to-be husband, Nate.

In a voiceover, Elordi's character says, "I work all day, and my bride-to-be is spread-eagled on the internet," to which Cassie responds, "I was just making content." The trailer also teases a celebration that appears to be the couple's wedding, with the pair smiling at a long table adorned with orange and pink florals.

HBO's official Season 3 logline hints at the season's deeper themes: "A group of childhood friends wrestle with the virtue of faith, the possibility of redemption, and the problem of evil."

Sydney Sweeney Hints At Final Season As Cassie On 'Euphoria'

Sweeney discussed her return as Cassie during Variety's Power of Women event in Los Angeles last October.

"Hold on to those dildos," she joked to E! News. "It's Cassie, what do you expect?" "The Housemaid" star also indicated that this season may mark her final performance as Cassie.

"This is actually my last week filming. It's going to be super bittersweet," she shared. "I grew up with all these people. I  filmed the pilot when I was 20 and Season 1 when I was 21, so it's definitely a crazy experience having a character with you for so long."

She added. "I get the privilege of working with a lot of the same crew and the cast for such a long amount of time, and that usually doesn't happen."