84-Year-Old Beloved TV Star Models for Gen Z Brand Amid Controversy

Martha Stewart, the iconic 84-year-old homemaker, has recently made headlines by partnering with American Eagle, a popular denim retailer. This holiday season, she appears in several advertisements promoting the brand, showcasing her timeless style and charm.

Martha Stewart’s Holiday Campaign for American Eagle

In the campaign, Stewart embraces the holiday spirit by featuring a “Canadian tuxedo.” She exclaims, “This holiday season, we’re settling for nothing less than a perfect fit,” and demonstrates her creative gift-wrapping skills using denim. The presentation showcases a beautifully wrapped American Eagle box, topped with a festive bow. Her witty tagline, “To: Martha, From: Martha,” adds a humorous twist.

Strategic Collaboration with American Eagle

Craig Brommers, the Chief Marketing Officer (CMO) of American Eagle, elaborated on the brand’s strategy in selecting Stewart for this campaign. He emphasized American Eagle’s position as Gen Z’s leading denim retailer and stated, “At this very moment, we broaden the customer base, and our jeans are for everyone everywhere.” Stewart’s undeniable appeal across various generations makes her an ideal ambassador for the brand.

Audience Engagement Across Platforms

• Gen Z encounters Stewart on TikTok.
• Parents see her content on Instagram.
• Grandparents enjoy her segments on ‘The Today Show.’

Brommers noted the extensive reach of Stewart, confirming that “there’s not a place that people aren’t experiencing and loving Martha.” This collaboration aligns perfectly with the brand’s goal of inclusivity, targeting not only young shoppers but also their families.

Context of Recent Controversy

This campaign follows a recent incident involving actress Sydney Sweeney, whose ads for American Eagle faced backlash due to a controversial tagline. The phrase “Sydney Sweeney has great jeans” led to accusations of insensitivity, as many interpreted the pun as referring to her “genes.” In response to the controversy, American Eagle clarified that their intent was solely focused on the jeans, emphasizing inclusivity and body confidence.

A spokesperson from American Eagle stated, “Great jeans look good on everyone.” The brand remains committed to celebrating diverse body types and encouraging confidence among all their customers.

Martha Stewart’s collaboration with American Eagle not only exemplifies her lasting influence but also highlights the brand’s dedication to reaching a diverse audience, particularly during the festive season.