What was the Sydney Sweeney controversy with American Eagle?

In July 2025, Sydney Sweeney's American Eagle ad faced backlash over the tagline "Sydney Sweeney has great jeans," perceived by some as a pun on "genes" and labeled insensitive and racist.

Why did American Eagle choose Martha Stewart for their holiday campaign?

American Eagle selected Martha Stewart to appeal to both Gen Z and older demographics, capitalizing on her broad appeal and unique internet fame across generations.

How did American Eagle shares perform after the Martha Stewart announcement?

American Eagle's shares reportedly jumped by 4 percent following the announcement of Martha Stewart as the face of their new holiday ad campaign.

Home / Business and Economy / Martha Stewart Dons Denim for American Eagle Holidays

Martha Stewart Dons Denim for American Eagle Holidays

10 Dec

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Summary

American Eagle partnered with 84-year-old Martha Stewart for holiday campaign.
The campaign aims to bridge generations, appealing to Gen Z and parents.
Stewart's involvement follows a controversial Sydney Sweeney ad in July 2025.

American Eagle has ushered in the holiday season with an unexpected brand ambassador: 84-year-old Martha Stewart. This strategic partnership arrives shortly after a controversial campaign featuring Sydney Sweeney in July 2025. The new holiday campaign, titled "Martha Stewart Hosts the Holidays in American Eagle," features Stewart in three short videos, promoting American Eagle jeans as ideal gifts.

The brand's chief marketing officer explained the choice, stating that Stewart bridges generations, much like their jeans. He highlighted Stewart's significant resonance with Gen Z, who discover her on platforms like TikTok and Netflix, alongside parents who follow her on traditional media. This approach aims to attract younger consumers while retaining older customers.

Stewart herself expressed enthusiasm for denim as a holiday gift, praising American Eagle jeans for their exceptional fit, comfort, and durability. Her involvement signifies a deliberate shift by American Eagle to reset its image for the holiday season, leveraging Stewart's classic appeal and internet fame to connect with a diverse audience.