Well, they say any attention is good attention.

Actor Sidney Sweeney made headlines on Monday after he was captured on video climbing the H of the Hollywood sign under cover of darkness to hang up his bra.

TMZ It was reported that the video was part of a promotion for Sweeney’s upcoming lingerie line. However, the Hollywood Chamber of Commerce said the alleged publicity stunt was not authorized.

The chamber owns the intellectual property rights to the sign, which is managed by the nonprofit Hollywood Sign Trust. Officials told the Times that neither the court nor the trust knew about Sweeney’s apparent stunt until they saw the video.

“Anyone seeking to use and/or access the Hollywood Sign for commercial purposes must obtain a license or permit from the Hollywood Chamber of Commerce,” Chamber President Steve Nissen said in a statement. “As TMZ reported, the production involving Sidney Sweeney and the Hollywood Sign was not approved by the Hollywood Chamber of Commerce and we had no prior knowledge of it.”

Nissen also said the group “has not granted any kind of license or permission for the production, nor has anyone sought a license or permission from the Chamber of Commerce for the production.”

Footage obtained by TMZ shows Sweeney climbing the Hollywood sign and helping hang a clothesline of various bras on the familiar landmark. The “Christie” star is accompanied by a small film crew who film her handiwork.

The team received a general permit from FilmLA to film in the area.

But as explained in both, hollywood chamber of commerce and hollywood sign Photographing the sign itself on your website requires additional permission and payment of a license fee. A portion of the proceeds will go to a trust that helps maintain the Hollywood sign, the chamber said. Access to the Hollywood sign is generally restricted.

So far, no police reports have been filed that could trigger a trespass investigation or a review by prosecutors, Los Angeles Police Department spokesman Tony Yim said.

The Hollywood Sign was built in 1923 and donated to the city 21 years later. Climbing or altering signs is not permitted. It’s been going on for decades. Famously, the letters were changed to “Hollyweed” by local college students on New Year’s Day in 1976, when the state of California downgraded possession of small amounts of marijuana from a potential felony to a misdemeanor. This behavior was repeated in 2017, when the suspect was arrested on suspicion of trespassing. In 1987, students at the California Institute of Technology rewritten the sign overnight to read “Caltech.”

In February last year, a man who climbed the letter D as part of a social media promotion was arrested and taken into custody.

As for Sweeney, this isn’t the first time he’s come under scrutiny for his clothing promotions. The “Euphoria” star previously faced backlash for a slogan in an ad campaign featuring jeans. (Sweeney later addressed this controversy, saying, hollywood reporter She was “surprised by the response” and “[doesn’t] Support the views some people have chosen to participate in the campaign. Many people have put motives and labels on me that are not true. ”)

Representatives for Mr. Sweeney did not respond to requests for comment from the Times.