American Eagle has announced a new addition to its brand ambassadors: Martha Stewart. The 84-year-old food and lifestyle media titan appears in the company's latest advertisements for the holiday season. It comes months after a controversial July ad campaign featuring actress Sydney Sweeney.

Los Angeles

American Eagle has announced Martha Stewart as its newest brand ambassador, featuring her in its latest holiday advertising campaign. This decision comes four months after the company faced criticism over a previous campaign with actress Sidney Sweeney, which some accused of promoting genetic superiority based on appearance.

Despite the controversy, American Eagle's business has remained strong, with its stock rising significantly since the summer. The partnership with Stewart, who is widely recognized for her lifestyle expertise, is seen by analysts as a strategic move to broaden the brand's appeal across generations.

Martha Stewart stars in new American Eagle ad

Turning now to the clothing brand American Eagle, making waves again after the controversy over the recent marketing campaign with Sidney Sweeney. Well, now the company has announced a new addition to its roster of brand ambassadors. Guess who, guess who, guess who? There she is, Martha Stewart, 84 years old, the icon of domestic comfort. So, what's the strategy here? Adriana Diaz takes a look. This holiday season, we're settling for nothing less than a perfect fit. American Eagle is putting a new twist in their latest ads for their jeans. This time around, the star is 84-year-old food and lifestyle titan, Martha Stewart. Seamless. It comes four months after a controversial ad campaign in July, featuring then 27-year-old actress, Sidney Sweeney. Sidney Sweeney, Hasbro jeans. You see what I did there, right? Some critics accused American Eagle of glorifying Sweeney's features, including her blonde hair and blue eyes, and suggesting her genetics were superior. Others felt the reaction was overblown, including Sweeney herself. The reaction definitely was a surprise, but it was, I love jeans. American Eagle denied accusations of racism, saying the Sweeney ad, quote, is and always was about the jeans. The fact that they've tapped Martha Stewart, who is in her 80s, when this is a teen brand, says something about what they think their opportunity is now, post Sidney Sweeney. Puck fashion correspondent, Lauren Sherman, says so far, the controversy surrounding American Eagle do not appear to have dented their business. Pretty much every apparel company has had some sort of marketing scandal at some point. What it comes down to is, you make stuff people wanna buy, they're gonna buy it, no matter what the message is. So, all of these ad campaigns have had returns. Their stock was up almost 3% yesterday. American Eagle's stock has been up 77% in the last six months. Remember that Sidney Sweeney ad was in July. American Eagle's chief marketing officer said that this partnership is both unexpected and also makes perfect sense. Martha Stewart herself has spoken. She spoke to People Magazine, and she said that she spent decades helping people with their holidays, so when she was approached by American Eagle, she was immediately intrigued. I think it's genius. Number one, people of all ages love Martha Stewart. She is so beloved. Everybody knows what she stands for and what she represents. Think this is great. I'm glad they're moving past the Sidney Sweeney thing. I was in the camp that I thought was overblown. I thought it was clever. I thought it was creative. It never even occurred to me, jeans, G-E-N-E-S, is what anybody was thinking. So, I thought it was unfair for Sidney Sweeney. I thought it was unfair for the company. So, I think this is genius, what they're doing. Yeah, and it's working for American Eagle. Had a two-for-one sale. Bought some jeans for my daughter, my 13-year-old, but now I guess grandma's gonna want them, too. When grandma starts wearing them, I don't know if a 13-year-old's gonna wear them. Nothing wrong with grandma wanting them, Tony. Nothing wrong with that. They can share clothes.

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