American Eagle has unveiled a surprising new star for its pivotal holiday campaign, turning to lifestyle mogul Martha Stewart to front its 'Give Great Jeans' initiative. This strategic move comes directly after the retailer faced significant public criticism for its previous advertisement featuring actress Sydney Sweeney.
A New Face for the Holidays
The campaign, announced on Wednesday 26 November 2024, features the 84-year-old entrepreneur modelling the brand's denim. In a playful twist, Stewart is also shown using the fabric to wrap gifts, emphasising a festive and versatile theme. Stewart herself praised the campaign's concept, describing it as "playful, smart, and whimsical" and specifically highlighted the flattering fit and versatility of American Eagle's jeans.
Addressing Past Controversy
This new marketing drive follows a period of intense backlash for the clothing brand. Their previous campaign, which starred actress Sydney Sweeney, was widely criticised. The advert's tagline, "Sydney Sweeney Has Great Jeans," was controversially linked by critics to eugenics. Furthermore, the campaign was accused of showcasing a lack of diversity. Sweeney later addressed the situation, stating that her busy filming schedule had left her largely unaware of the unfolding controversy, which included unexpected support from former US President Donald Trump.
A Strategic Pivot in Retail Marketing
By choosing Martha Stewart, American Eagle appears to be making a calculated shift in its branding strategy. Stewart represents a different demographic and embodies an established, trustworthy persona, a stark contrast to the previous campaign. This pivot aims to recalibrate the brand's image and reconnect with consumers during the crucial holiday shopping season, steering the conversation back towards its products and away from past disputes.
