Overview
- TMZ published nighttime footage showing Sweeney and a team scaling the letters and hanging a chain of bras as a promotion tied to her reported lingerie venture, SYRN.
- Reporting links the campaign to high‑profile backing, with Jeff Bezos cited by outlets as an investor in the yet‑to‑be‑announced brand.
- The production held a FilmLA permit to shoot in the area, but it did not authorize touching, climbing, or altering the landmark, according to permit details cited in coverage.
- The Hollywood Chamber of Commerce, which controls the sign, said no approval was granted to climb or attach items and noted prior warnings about use of the sign’s image without explicit consent.
- Most of the items were removed after filming, though four to five bras reportedly remained; no arrests or charges had been announced, and Sweeney had not issued a public statement.