American Eagle Replaces Sydney Sweeney with Martha Stewart in New Denim Campaign
NEW YORK — American Eagle has launched a new denim campaign starring Martha Stewart, replacing Sydney Sweeney, who previously appeared in the brand’s controversial advertisement. The earlier ad featuring Sweeney focused on the brand’s “great jeans/genes” slogan and highlighted her blond hair and blue eyes. It drew backlash from viewers who accused the campaign of implicitly glorifying whiteness and promoting eugenics. The situation intensified when former President Donald Trump praised the ad, and it was confirmed that Sweeney was registered as a Republican as of 2024.
Despite the criticism, the original ad continued to run until this week. On November 25, American Eagle unveiled its new holiday campaign titled “Give Great Jeans,” featuring Martha Stewart dressed in an all-denim outfit, including a button-up shirt and jeans. The campaign’s video was captioned “Welcome to Martha’s Denim Season.”
Stewart told People magazine that she accepted the role because of her longtime passion for holiday content. She said, “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 added that denim is a versatile gift suitable for everyone, noting, “Jeans have always been a staple in my wardrobe, and giving a great pair of AE jeans is always a nice gift to give.”
Stewart also emphasized the practicality of denim for her busy holiday activities, stating, “I’m constantly moving between decorating, cooking and, most importantly, wrapping gifts, and I need to make sure I have an outfit that is comfortable and stylish.” The new campaign video is available on American Eagle’s YouTube channel.
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