Sydney Sweeney is out and Martha
Stewart is in — as the image of American Eagle jeans.
The brand, geared to Gen Z, has tapped lifestyle giant Stewart, 84, for its holiday campaign: “Martha Stewart Hosts the
Holidays in American Eagle.”
Sweeney's spot, which substituted jeans for genes caused controversy in July. Some accused it of racial overtones, with even the White House
weighing in. While the ad was debated in academic and media circles, an August survey from The Economist/YouGov found just over one-tenth of Americans found the ad offensive. (American Eagle also
produced a pair of jeans with Sweeney to highlight domestic violence. Proceeds go to a crisis intervention text line.)
Conversely, Stewart appears in Instagram and in three spots on AE channels and connected TV in holiday mode.
Shot in New York, the work was done in-house. Denim is clearly the star: It's the set, backdrop and wardrobe.
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The apparel retailer believes Stewart has cross appeal: Long known for her
taste and decor, she's popular across demographics, spanning ages. The thinking: Older buyers purchase jeans for younger family and friends.
Craig Brommers, CMO for the brand, said it chose
Stewart to reach Gen Z because “Martha bridges generations, just like our jeans do." Younger followers discovered her via TikTok clips.
Stewart added: “The holidays are a time for
thoughtful giving, and I’ve always believed that there’s nothing more useful or more universally appreciated than a pair of jeans. American Eagle makes a denim that feels exceptional, fits
beautifully.”