Martha Stewart has been unveiled as the new face of American Eagle’s holiday campaign, starring in a denim-and-diamonds themed promotion that emphasizes the timeless appeal of jeans as gifts. The 84-year-old lifestyle icon appears in the brand’s “Give Great Jeans Campaign,” which launched on November 25, 2025, aiming to position denim as a universally appreciated and practical present during the festive season.
In a promotional video shared on her Instagram, Stewart is seen in an oversized denim shirt and skinny jeans, carefully wrapping a gift box using denim as wrapping paper in a whimsical, denim-themed setting. She announces, “This holiday season, we’re settling for nothing less than a perfect fit,” and adds that giving generously is one of her greatest joys, highlighting the campaign’s playful and creative approach. The video concludes with her showing off the finished product, reinforcing the message that jeans are a gift that keeps on giving.
Exclusive photos from the campaign, shared with outlets like People magazine, depict Stewart in various denim outfits, including a denim top paired with a dangling diamond necklace and a denim jacket with dark-wash jeans, all accessorized with elegant jewelry. She explained to People that denim is a “universal gift that works for everyone on your list,” and shared her personal connection to jeans, noting they have always been a staple in her wardrobe for their comfort and versatility in her busy life of decorating, cooking, and hosting.
The campaign arrives in the wake of controversy surrounding American Eagle’s previous ad featuring actress Sydney Sweeney, which was criticized for allegedly promoting eugenics due to wordplay on “genes” and “jeans.” Stewart’s involvement is viewed as a strategic pivot by the brand to shift focus away from the backlash and appeal to a broader audience by leveraging her reputation for quality, tradition, and cross-generational appeal. This move underscores American Eagle’s effort to reinforce its denim roots while navigating past missteps.
Stewart, who has spent decades helping people create memorable holidays, expressed her enthusiasm for the campaign, describing the concept of an “all denim world” as playful, smart, and whimsical. She offered practical advice on finding the right fit for jeans, stressing the importance of comfort and mobility, and ensuring they align with one’s lifestyle. Her endorsement adds a layer of reliability and elegance to the brand’s image, potentially resonating with both longtime fans and younger consumers.
American Eagle’s decision to feature Stewart, who has recently experienced a resurgence in popularity among Gen Z and millennials, indicates an effort to bridge demographic gaps and strengthen its market position. The campaign highlights the enduring appeal of denim as a versatile and stylish gift, which could boost sales during the critical holiday shopping period and help the brand recover from earlier controversies.
As the holiday season progresses, the campaign is expected to generate significant buzz and consumer engagement, with Stewart’s involvement lending credibility and a touch of sophistication. This initiative may not only drive immediate sales but also reinforce American Eagle’s commitment to inclusivity and timeless fashion, setting the stage for future marketing endeavors in the competitive retail landscape.
