American Eagle has unveiled a fresh face for its holiday campaign, partnering with Martha Stewart months after the retailer faced backlash over its summer advertisements with Sydney Sweeney. The 84-year-old entrepreneur and lifestyle icon stars in the brand’s “Give Great Jeans” holiday marketing rollout—appearing in full denim looks and showing off her signature humor and style. Stewart appears in the campaign wearing a light blue denim button-up shirt paired with matching jeans and black flats. In the video spot, she stands in a room decorated entirely in shades of blue, wrapping gifts using denim fabric rather than traditional wrapping paper.
“This holiday season, we’re settling for nothing less than a perfect fit,” Stewart says with a smile. As she cuts strips of denim with scissors, she adds: “This gift is giving.”
Another promotional image shows Stewart posing in a kitchen setting filled with appliances and textiles wrapped in denim, wearing a darker denim jacket, coordinating jeans, and a navy cardigan draped over her shoulders.
Speaking with People, Stewart called the shoot’s concept “playful, smart, and whimsical,” saying she loved the opportunity to bring her creative vision to the campaign.
“I have spent decades helping people create beautiful holidays — from setting the perfect table to trimming the tree to finding that last-minute gift that saves the day,” she said. “So when American Eagle approached me about being part of their holiday gifting campaign, I was immediately intrigued.”
She also praised the comfort and versatility of American Eagle’s denim:
“The beauty of AE jeans is their versatility and ability to move with you throughout the day,” she added. “They are flattering, sleek and soft enough to make wrapping gifts or hosting a dinner in them effortless.”
Campaign Follows Summer Controversy
Stewart’s partnership arrives after American Eagle faced heavy criticism in July over its Sydney Sweeney campaign. The tagline—“Sydney Sweeney Has Great Jeans”—was called out online for its play on the word genes, with social media users accusing the company of evoking historically racist and eugenics-related language associated with the phrases “good genes” and “great genes.”
The controversy also sparked conversations about the lack of diversity in the ad’s imagery. The backlash grew large enough that even President Donald Trump weighed in, calling the campaign “the hottest ad ever” and publicly supporting Sweeney after records indicated the actress was registered as a Republican.
Sweeney later addressed the issue in an interview with GQ, saying she was shocked by the reaction and emphasizing her love for denim.
“I did a jean ad. I mean, the reaction definitely was a surprise,” she said. “I love jeans. All I wear are jeans.”
Sweeney noted that she intentionally stayed offline during the uproar because she was filming Euphoria at the time.
With Stewart now headlining the holiday rollout, many fans view the shift as American Eagle’s effort to reset the narrative and appeal to a broader, multigenerational audience.
