American Eagle has enlisted Martha Stewart for its holiday campaign, months after facing backlash over a summer advertisement featuring Sydney Sweeney. The 84-year-old entrepreneur appears in the brand's Give Great Jeans campaign, posing in denim outfits and wrapping presents in denim fabric.
In one advertisement, Stewart wears a light blue denim shirt and matching jeans while wrapping a gift in denim instead of wrapping paper. “This holiday season, we’re settling for nothing less than a perfect fit,” she says. Another photo shows her in a dark blue denim jacket and jeans, with a navy cardigan over her shoulders, standing in a kitchen decorated with denim-covered appliances.
Stewart told People that the campaign concept was “playful, smart, and whimsical.” She added, “I have spent decades helping people create beautiful holidays... So when American Eagle approached me about being part of their holiday gifting campaign, I was immediately intrigued.” She praised the jeans for their “versatility and ability to move with you throughout the day.”
The partnership comes after American Eagle's summer ad with Sydney Sweeney drew criticism for its tagline “Sydney Sweeney Has Great Jeans,” which some likened to eugenicist language. The controversy also involved Donald Trump, who called the ad the “hottest ad ever.” Sweeney later told GQ she was surprised by the backlash and had not closely followed the reaction.
