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Martha Stewart Dons Denim for American Eagle's Holiday Line
25 Nov
Summary
- Martha Stewart, 84, is the new face of American Eagle's holiday campaign.
- The brand faced backlash over Sydney Sweeney's 'great genes' ad.
- Stewart highlights denim as a timeless, universal gift for the holidays.
American Eagle has enlisted Martha Stewart, 84, as the star of its holiday Give Great Jeans Campaign, signaling a new direction for the brand. This initiative aims to position denim as a universally appealing gift that never goes out of style, featuring Stewart in promotional ads showcasing her comfort and confidence in the brand's denim.
The brand's decision to feature Stewart comes after facing significant backlash for a previous campaign with actress Sydney Sweeney. Sweeney's 'great genes' ad was criticized for its potential to promote eugenics due to its phrasing, which was seen as tone-deaf. Stewart's campaign seeks to counteract this negative publicity by focusing on inclusivity and classic style.
Stewart expressed her enthusiasm for the campaign, noting her long-standing involvement in creating festive holiday environments. She emphasized the playful and whimsical concept of an all-denim world within the campaign and advised consumers to prioritize fit and comfort when selecting jeans, ensuring they can be lived in.
