I’m so intrigued by American Eagle‘s latest move! After some criticism about their summer ad with Sydney Sweeney, they’ve completely switched gears and chosen Martha Stewart for their holiday campaign. It’s called ‘Give Great Jeans,’ and honestly, the idea of Martha Stewart playfully promoting denim for the holidays is just brilliant – I can’t wait to see it!
For her recent campaign, 84-year-old Martha Stewart showcased a playful take on holiday gifting. Photos featured her wearing a matching denim jacket and jeans while uniquely wrapping presents entirely in denim fabric instead of paper. A campaign video showed Stewart jokingly saying, “This holiday season, we’re settling for nothing less than a perfect fit,” as she cut denim to wrap gifts. She also appeared in a kitchen decorated with denim-covered items, completing her look with a navy cardigan.
Martha Stewart told People magazine she was excited to partner with American Eagle for their holiday campaign. She explained that after years of helping others create memorable holidays – from decorating tables and trees to finding last-minute gifts – she was naturally drawn to the opportunity.
She highlighted the versatility and comfort of American Eagle jeans, noting that they’re flattering, sleek, and soft enough to wear while doing everyday tasks like wrapping presents or hosting a dinner without sacrificing comfort.
Martha Stewart is the new face of American Eagle following Sydney Sweeney controversy.
— Pop Crave (@PopCrave) November 28, 2025
As a film and ad enthusiast, I remember American Eagle getting a lot of heat a few months back with their Sydney Sweeney campaign. The tagline, “Sydney Sweeney Has Great Jeans,” caused an uproar because people felt the wordplay on “genes” was way too close to the language used in eugenics – you know, the really problematic historical stuff about selective breeding. Plus, a lot of people pointed out the ad didn’t feature much diversity. It was a whole thing, and even Donald Trump chimed in, calling it the “hottest ad ever,” which just added fuel to the fire!
In a recent interview with GQ, Sydney Sweeney addressed the negative reaction to her work with a jeans brand. She admitted she was surprised by the backlash, but emphasized her genuine love for jeans, saying she wears them constantly. She described the attention she received from Donald Trump and JD Vance as “surreal,” but explained that she largely avoided seeing the online response while busy filming Euphoria. “I just put my phone away,” she said. “I was filming every day, so I didn’t really see much of it.”
With Martha Stewart on board, American Eagle is changing its approach to holiday marketing. They’re now emphasizing fun and cheerful imagery, and moving away from past issues.
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2025-11-28 13:45