Matt Rife defends Sydney Sweeney amid backlash over American Eagle ad and bathwater soap campaign

Comedian Matt Rife has spoken out in defense of actress Sydney Sweeney, following online backlash surrounding her recent American Eagle jeans ad campaign.

Rife, 29, posted on X, responding to mounting criticism directed at the Euphoria star, writing: “I keep seeing people mad at Sydney Sweeney for noooothing. She’s learning that the internet is full of absolute garbage losers who will twist anything you say into a c***y misinterpretation. People are awful.”

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Sweeney recently appeared in a new denim campaign for American Eagle, with the tagline, “Sydney Sweeney Has Great Jeans.” The ad, which plays on the word “genes,” sparked controversy on social media, with some critics accusing it of promoting far-right ideologies or eugenics. In one ad, Sweeney discusses how genetics shape traits like hair color and eye color, saying, “My genes are blue.” Another scene shows her in a plunging denim jumpsuit before telling the camera, “Hey, eyes up here.”

While some labeled the campaign as “Nazi propaganda,” others criticized the backlash itself as “unhinged.” American Eagle responded with a statement defending the actress, saying: “‘Sydney Sweeney Has Great Jeans’ is and always was about the jeans. Her jeans. Her story.” The company added that 70% of the response to the campaign has been positive.

Sweeney has also been at the center of recent controversy for a soap collaboration with Dr. Squatch, which promoted limited-edition bars allegedly made with her own bathwater. She addressed the criticism in an interview with The Wall Street Journal, saying, “It was mainly the girls making comments about it, which I thought was really interesting.” She acknowledged that she’s strategic when it comes to her more provocative brand deals.

Amid the ad controversies, public records revealed that Sweeney is a registered Republican voter in Florida. Her latest film, Americana, premiered on August 15 but underperformed at the box office. Director Tony Tost defended the project, noting that films often gain appreciation over time beyond their initial reception.

Rife, who has faced controversy himself, most recently over an E.l.f. Cosmetics ad and past offensive jokes, expressed solidarity with Sweeney in navigating public scrutiny.