Pop culture just keeps delivering the plot twists, especially when it comes to fashion campaigns. This time, the spotlight is shining on American Eagle, and they have pulled one of the most brilliant marketing pivots of the year. Forget the influencers and the Gen Z darlings for a minute, because the new face of American Eagle’s holiday season is none other than the ultimate lifestyle titan, Martha Stewart.
The 84-year-old mogul is fronting the brand’s “Give Great Jeans Campaign” for the holidays, and honestly, we are here for it. Stewart appears in ads sporting head-to-toe denim, navigating a playful, whimsical set that is entirely wrapped in blue jean material, complete with denim wrapping paper and garlands. This is a far cry from the usual sleek, youthful denim ads we are accustomed to seeing this time of year, proving the brand is betting on heritage and comfort. As the company’s Chief Marketing Officer noted, when people think of an iconic holiday host, they think of Martha Stewart, and the goal is to show that denim truly “bridges generations.”
Of course, this strategic, cozy casting choice did not happen in a vacuum. It comes just a few months after American Eagle faced immense criticism over their July campaign featuring actress Sydney Sweeney. That campaign, titled “Sydney Sweeney Has Great Jeans,” was based on a pun that quickly backfired. In one clip, Sweeney, who is blonde and blue-eyed, delivered a monologue stating, “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My genes are blue.” Critics were quick to point out that the wordplay, centered on “great genes,” evoked language uncomfortably associated with eugenics and racial ideals. The ads were also slammed for being overly sexualized, a sharp contrast to the casual image American Eagle usually promotes.
The shift to Stewart is a masterclass in reading the room. While the Sweeney campaign was provocative and led to weeks of intense online discussion, Stewart’s involvement hits a safe, universally beloved note. She is a cultural icon known for her business acumen, impeccable taste, and recent, undeniable relevance. After all, this is the same woman who made history as the oldest *Sports Illustrated Swimsuit* cover model at age 81, and was the subject of a Netflix documentary in 2024. She is proof that style and influence have no expiration date.
By centering their holiday marketing on the concept of a “universal gift” endorsed by a universally loved, multi-hyphenate icon, American Eagle is steering the conversation away from controversy and back toward tradition and comfort. It is a brilliant move that reminds us that sometimes, the best way to get back to basics is by casting a legend. This holiday season, if Martha Stewart says you can wear denim while wrapping your gifts, you absolutely can.