American Eagle has announced Martha Stewart as the new face of its brand, replacing Sydney Sweeney following backlash over her recent involvement in the campaign.
In the "Give Great Jeans Campaign," the 84-year-old TV personality, known for her expertise in homemaking and lifestyle, is seen donning head-to-toe denim with a diamond necklace, all set against a quirky blue-themed backdrop.
A denim turkey sits on the kitchen counter, adding to the fun feel of the photoshoot.
Martha Stewart is the new face of American Eagle. Credit: Randy Brooke / Getty
Stewart's participation marks a shift in American Eagle’s brand image, with retail analyst Hitha Herzog noting that her defiance of age expectations makes her an appealing choice for the younger demographic.
“It’s Martha Stewart’s way of saying, ‘I’m gonna throw a middle finger to aging and what you all think of who I am. I can do pretty much anything and still be relevant,’” Herzog said, per The New York Post.
Herzog also highlighted Stewart's adaptability in her work, pointing to her ventures from promoting CBD products to collaborating with rapper Snoop Dogg on wine branding, which makes her a strategic fit for the brand, which aims to connect with a broad audience.
And clearly it's the right direction, as according to the publication, shares in American Eagle surged by as much as 4%.
The Sydney Sweeney Controversy
The Euphoria star's brief stint as the face of American Eagle’s “Sydney Sweeney Has Great Jeans” campaign ignited controversy earlier this year.
The tagline, which used the word “jeans” instead of “genes,” sparked uproar for its potential implications about genetics, with some people arguing that it could be interpreted as a nod to eugenics or white supremacy.
The backlash grew after Sweeney’s defiant response in an interview with GQ, where she chose not to address the criticisms directly, saying: "I think that when I have an issue that I want to speak about, people will hear."
Many commentators expressed frustration over her refusal to engage with the criticism, especially in light of her past emotional reactions to online bullying.
“Sydney Sweeney trying to act cool and unbothered like she didn’t post that video a few years ago sobbing about people on Twitter calling her ugly,” one user pointed out.
While another added: "It’s harmful to even call her stupid or slow. She’s 100% sure of what she’s doing. We’ll see if it pays off for her career in the end. Instead of her to be taking acting classes, she’s pandering to basement dwelling hitlerites. It is well."
Sweeney's American Eagle campaign sparked backlash. Credit: Michael M. Santiago / Getty
Despite the backlash, the brand defended the campaign, stating that the collaboration with Sweeney had led to record sales, driving traffic and new sign-ups within just a week of launching.
CEO Jay Schottenstein expressed confidence in their bold approach, saying: “You can’t run from fear. We stand behind what we did.”