American Eagle has enlisted lifestyle guru Martha Stewart as the new face of its holiday campaign, marking a significant shift in strategy following controversy surrounding actress Sydney Sweeney's earlier advertisement for the brand.
From Great Genes to Great Jeans
The 84-year-old homemaking mogul fronts the brand's Give Great Jeans Campaign, which aims to position denim as a universal gift that remains perpetually stylish. This move comes several months after the retailer faced substantial criticism over an advert featuring A-list actress Sydney Sweeney entitled 'Sydney Sweeney Has Great Jeans.'
A report by Salon highlighted that the phrase 'great genes' has historical connotations linked to celebrating whiteness, thinness, and specific attractiveness standards, making the campaign appear a tone-deaf marketing move. The brand subsequently faced a public relations firestorm.
Stewart's Denim Debut
In a promotional video shared on her Instagram page on Tuesday morning, Stewart appeared in an oversized, light-wash denim shirt and skinny jeans. She stood before a cabinet filled with gift-wrapping supplies, meticulously wrapping an American Eagle gift box using denim fabric as her wrapping paper.
This holiday season, we're settling for nothing less than a perfect fit, Stewart announced in the clip. She concluded the demonstration by showing off her denim-wrapped present, declaring, This gift is giving.
In an exclusive feature with People magazine, Stewart elaborated on her involvement. Giving generously during the holiday season is one of my greatest joys, she stated. The businesswoman was photographed showcasing various denim outfits, including a denim top accessorised with a diamond necklace and a coordinated denim jacket with dark-wash jeans.
Denim is a universal gift that works for everyone on your list, Stewart told the publication. Jeans have always been a staple in my wardrobe, and giving a great pair of AE jeans is always a nice gift to give.
A Stark Contrast to Previous Campaign
Stewart's sophisticated and practical approach presents a dramatic departure from Sydney Sweeney's controversial advertisement. In Sweeney's now-contentious clip, the actress was seen buttoning her jeans while musing, Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color... my genes are blue.
Another segment featured the camera panning down Sweeney's chest as she modelled a plunging denim jumpsuit, with a voiceover stating, My body's composition is determined by my genes... before she abruptly said, Hey, eyes up here.
The campaign divided audiences, with one critic labelling it one of the loudest and most obvious racialized dog whistles we've seen and heard in a while. Sweeney later addressed the backlash in an interview with GQ, expressing surprise but remaining unbothered.
I did a jean ad. The reaction definitely was a surprise, but I love jeans. All I wear are jeans, Sweeney commented. When questioned about Donald Trump's praise for the advert, she sidestepped the political implications, focusing instead on her work filming Euphoria at the time.
American Eagle appears to be banking on Stewart's established reputation for taste and domestic wisdom to steer the brand back into safer, more universally appealing territory for its crucial holiday shopping season.
