Sydney Sweeney lands in hot water for hanging BRAS from the Hollywood Sign

Sydney Sweeney's latest promotional stunt has reportedly landed her in murky legal territory after the actress allegedly strung bras on the iconic Hollywood Sign as part of a lingerie campaign.

According to TMZ, the Housemaid star, 28, was recently seen 'scaling' one of the massive white letters, late in the evening, as a production crew filmed the moment. 

Video obtained by the outlet appears to show Sweeney climbing what looks like the 'H' before hanging a makeshift clothesline of bras across the landmark.

Sources told TMZ the footage was shot to promote the launch of Sweeney's new lingerie brand, which is backed by billionaire Amazon founder Jeff Bezos. 

While the actress reportedly obtained a filming permit, officials say it may not have authorized the activity seen in the video.

TMZ reported that Sweeney's production secured permission from FilmLA to shoot at the Hollywood Sign location - but did not have approval to touch, climb, or physically alter the sign itself.

In an email obtained by TMZ and allegedly sent to the production company, the Chamber warned that filming the landmark for commercial use requires a separate license - one that had not been sought or approved.

'It has come to our attention that you and crew filmed the Hollywood Sign last night for a production connected with Persuasion Pictures,' the email reads in part. 'Please be advised that the Hollywood Chamber of Commerce owns the intellectual property rights to use of the image of the Hollywood Sign and neither you nor the production company have sought or received permission to use the images captured for any commercial use.'

The email further stated that FilmLA had previously notified the production of the requirement to obtain licensing approval from the Chamber before filming the sign for promotional purposes.

The Chair of the Hollywood Chamber of Commerce, which owns the intellectual property rights to the Hollywood Sign, later claimed to TMZ that the stunt was unauthorized, stating: 'There was no permission granted to do this as is required.'

The bras were reportedly removed shortly after the shoot concluded, though several were allegedly left behind on the hillside.

The Daily Mail has also reached out to Sweeney's representatives and the Hollywood Chamber of Commerce, but has not heard back, at this time. 

The Hollywood Sign, one of Los Angeles' most protected landmarks, has long been off-limits to climbers and stunts - with previous unauthorized attempts resulting in arrests and fines.

Whether Sweeney's footage will ever be used commercially remains unclear, as any such use would reportedly require retroactive approval or licensing from the Hollywood Chamber of Commerce. 

Sweeney immediately began trending on X, with fans and critics split over where this was 'genius marketing' or a publicity stunt.

'Publicity stunt or poor judgment? Either way, it's generating headlines for the brand,' one wrote on the platform. 

Another X user added: 'It’s worth the fine for the exposure.' 

'That’s a pretty crazy stunt, considering how famous she already is...,' a third marveled.  

Over the summer, news broke that Sweeney was launching a lingerie line, which remains as-yet-unnamed, with the help of Bezos, reportedly 'invested' in her venture, according to Us Weekly. 

An insider revealed the Emmy-nominated actress is 'launching a lingerie line very soon.'

'This has been a huge project for her and something she's been working on for the last year,' the source added. 

The lingerie line is being backed by Ben Schwerin, a partner at private equity firm Coatue according to Puck. 

The company recently had a $1 billion investment from Bezos and fellow tech giant Michael Dell via their Coatue Innovation Fund.