Sydney Sweeney is probably having a pret-ty good start to 2026 so far, between eclipsing her own box office record with The Housemaid and promoting upcoming projects like Euphoria Season 3 and The Devil Wears Prada 2. Oh, there’s also her new lingerie line that sold out in mere hours thanks in large part to that viral promotional video seemingly showing Sweeney and others draping a bunch of bras over L.A.’s famed Hollywood sign. Now, the man responsible for the sign’s upkeep has weighed in with both anger and doubts.
Questions still remain even a week after Sweeney’s video first hit the Internet, in terms of how it was pulled off and whether or not any laws were broken while filming it. To date, the actress and her reps have maintained silence on the matter, but Jeff Zarrinnam, head of the Hollywood Sign Trust, addressed the headline-making semi-prank with the BBC’s Newsbeat, saying that the filming that occurred around the sign was not officially authorized at all, and that he’s conducting his own investigation into the matter.
