Sydney Sweeney is making headlines once again, this time for an event that has stirred controversy and raised questions about her promotional tactics. On January 26, the “Euphoria” star organized a publicity stunt for her upcoming lingerie brand at the iconic Hollywood Sign in Los Angeles. Footage from the event, reported by TMZ, shows Sweeney, clad in black, climbing part of the landmark at night to drape bras on it.
Her actions did not go unnoticed, prompting a reaction from Steve Nissen, the president and CEO of the Hollywood Chamber of Commerce, the entity that owns the rights to the Hollywood Sign. Nissen emphasized that Sweeney’s production was neither authorized nor permitted, noting that the Chamber requires a license for any commercial use related to the sign. While it’s reported that Sweeney obtained a permit from FilmLA, it remains uncertain whether the Hollywood Chamber will pursue legal action for potential trespassing or vandalism. As of now, Sweeney’s representatives have not commented on the situation.
This incident follows a tumultuous summer for Sweeney, during which she faced backlash for an American Eagle jeans campaign that critics suggested had racially charged undertones. In response, Sweeney expressed her surprise and clarified that her intentions were misinterpreted, reiterating her commitment to unity and understanding in a world often divided by differences. American Eagle supported her during this controversy, stating that their focus was on promoting confidence and individuality rather than fostering division.
As Sweeney maneuvers through these challenges, there remains hope that her intentions to inspire positivity will resonate with her audience. The ongoing discussions about her publicity strategies underscore the increasing awareness of mindful branding in today’s sociocultural climate, highlighting the delicate balance between promotion and responsibility.