Martha Stewart attends the US Open Tennis Championship at the USTA Billie Jean King National Tennis Center on September 07, 2025 in New York City. (Photo by John Nacion/Getty Images)Getty Images
Martha Stewart has slipped into some denim this holiday season.
The beloved homemaker and businesswoman extraordinaire, 84, has popped up in a handful of ads and photos this week for clothing and denim retailer American Eagle
In one ad, Stewart is seen sporting a “Canadian tuxedo” and proclaiming, “This holiday season, we’re settling for nothing less than a perfect fit.” She then showcases her gift-wrapping abilities by swathing an American Eagle box in denim and adorning it with a bow.
“This gift is giving,” she remarks, adding, “Giving generously during the holiday season is one of my greatest joys.” As the ad ends, a witty gift tag reading, “To: Martha, From: Martha” is seen on the box.
Other campaign visuals include Stewart hanging an embroidered banner that cheekily reads “Live, laugh, low rise.”
Craig Brommers, CMO of American Eagle, explained the strategy behind the unexpected collaboration. “We are Gen Z’s No. 1 retailer who sells jeans — we are very proud of that,” he told Marketing Dive. “It is at this very moment in the holiday season when we broaden the customer base, and our jeans are for everyone everywhere.”
The brand specifically sought out Stewart for her broad appeal across demographics. Brommers noted her reach: “Gen Z’s watching her on TikTok, mom is watching her on Instagram, grandma is watching her on ‘The Today Show.’ There’s not a place that people aren’t experiencing and loving Martha.”
Stewart’s campaign comes months after Sydney Sweeney’s controversial campaign with American Eagle.
The campaign’s tagline, “Sydney Sweeney has great jeans,” caused backlash over the pun, as many people argued that the brand was nodding to her “genes,“ instead of actual ”jeans.” Many found this offensive, given that Sweeney is a blonde, blue-eyed actress.
Following the negative reaction, American Eagle issued a statement to clarify its intent. The brand insisted that the entire campaign “is and always was about the jeans. Her jeans. Her story.” They concluded by saying they would “continue to celebrate how everyone wears their AE jeans with confidence, in their own way. Great jeans look good on everyone.”
