American Eagle is turning heads this holiday season after swapping Sydney Sweeney for Martha Stewart as its newest ambassador.
The US denim brand went with the 84-year-old ex-con after accusations that Sweeney’s campaign was “tone deaf” and promoted eugenics.
This year’s Christmas ad, ‘The Gift Is Giving’, features Stewart in denim, wrapping gifts in the same signature material.
American Eagle said it has expanded its marketing to reach gift-givers across all age groups, not just its core Gen Z shoppers.
“Martha’s holiday advice naturally spans generations, helping connect with moms, dads, grandparents and younger consumers alike,” the company said.
Stewart – who counts rapper Snoop Dog as a close friend – said she’s a “big fan” of the brand, and jeans have always been a staple in her wardrobe.
“When American Eagle approached me about being part of their holiday gifting campaign, I was immediately intrigued,” she told People.
“The concept of an all denim world was playful, smart and whimsical: an entire gift-wrapping workshop constructed from denim, complete with bows, garlands and wrapping paper.”
The campaign is being rolled out across Instagram, TikTok, and CTV.
Stewart is American Eagle’s third ambassador in five months, following Sweeney and Kansas City Chiefs tight end Travis Kelce.
