American Eagle Names New Face Following Sydney Sweeney Controversy

American Eagle has tapped Martha Stewart as the new face of its holiday campaign, following criticism over its summer ads featuring Sydney Sweeney.

The 84-year-old lifestyle icon stars in the brand’s Give Great Jeans holiday campaign, which showcases her in denim from head to toe.

In one advertisement, Stewart wears a light blue denim shirt, matching jeans, and black flats while wrapping a gift using denim instead of traditional wrapping paper. “This holiday season, we’re settling for nothing less than a perfect fit,” she quipped. In another video, Stewart is seen cutting up more denim to wrap her present, saying, “This gift is giving.”

For a campaign photo, Stewart posed in a kitchen surrounded by appliances wrapped in denim and towels made of the same material. She wore a dark blue denim jacket, matching jeans, and a navy cardigan draped over her shoulders. Stewart told People that the denim-covered set was “playful, smart, and whimsical.”

Martha Stewart is the new face of American Eagle following Sydney Sweeney controversy. pic.twitter.com/G3duq9LgWC

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“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.”

Stewart also praised American Eagle jeans, noting their comfort and versatility. “The beauty of AE jeans is their versatility and ability to move with you throughout the day. They are flattering, sleek and soft enough to make wrapping gifts or hosting a dinner in them effortless,” she added.

This partnership comes months after American Eagle faced backlash for a summer campaign with Sydney Sweeney. The ad, which played on the words “genes” and “jeans,” was criticized for evoking eugenics language and for lacking diversity. Even former President Donald Trump weighed in, calling it the “hottest ad ever” after voting records revealed Sweeney is registered as a Republican.

Sweeney addressed the controversy in a recent GQ interview. “I did a jean ad. I mean, the reaction definitely was a surprise, but I love jeans. All I wear are jeans. I’m literally in jeans and a T-shirt every day of my life,” she said.

She also noted that she was too busy filming Euphoria to follow the online debate. “I kind of just put my phone away. I was filming every day. I’m filming Euphoria, so I’m working 16-hour days and I don’t really bring my phone on set, so I work and then I go home and I go to sleep. So I didn’t really see a lot of it,” Sweeney explained.

Martha Stewart’s addition to American Eagle marks a clear shift in the brand’s holiday marketing, moving away from controversy and toward a playful, family-friendly image.

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