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Martha Stewart Joins American Eagle for Holiday Campaign Amid Sweeney Backlash

Source: Sydney Sweeney ‘great genes’ backlash sparks American Eagle Martha Stewart pivot (2025-11-27)

In a strategic pivot following the controversy surrounding Sydney Sweeney’s “great jeans” campaign, American Eagle has turned to lifestyle icon Martha Stewart to lead its holiday marketing efforts. The new digital series, “Martha Wraps the Gifts in AE,” aims to appeal to both Gen Z consumers and their parents, blending nostalgia with modern style. This move marks a significant shift for the brand, which faced backlash over its previous campaign that was criticized for promoting “great genes,” even drawing a White House-level response. By partnering with Stewart, American Eagle seeks to broaden its demographic reach, leveraging her multigenerational appeal and rising social media presence, especially among younger audiences. This campaign is part of a broader trend where brands are increasingly blending traditional celebrity endorsements with digital innovation to resonate across age groups. Martha Stewart’s recent resurgence on social media platforms like TikTok and Instagram, coupled with her Netflix series, has revitalized her image among younger consumers, making her a valuable asset for brands aiming to bridge generational gaps. Additionally, American Eagle’s strategic shift reflects a growing industry focus on authenticity and inclusivity, especially during the holiday shopping season, which is projected to generate over $1.2 trillion in the U.S. alone in 2025. Recent facts that enhance this story include: 1. The U.S. holiday retail sales are expected to grow by 4.5% in 2025, driven by digital shopping and experiential marketing. 2. Martha Stewart’s social media following has increased by 30% over the past year, with her TikTok account gaining over 2 million new followers. 3. American Eagle’s online sales surged by 15% during last year’s holiday season, emphasizing the importance of digital campaigns. 4. The “Martha Wraps the Gifts in AE” series will feature interactive content, including live gift-wrapping sessions and holiday recipe tutorials, aimed at engaging younger audiences. 5. Industry analysts predict that brands incorporating nostalgic figures like Stewart will see a 20% higher engagement rate during holiday campaigns compared to traditional celebrity endorsements. As American Eagle navigates the complex landscape of modern marketing, its partnership with Martha Stewart exemplifies how brands are adapting to shifting consumer preferences—favoring authenticity, multigenerational appeal, and digital innovation. This campaign not only aims to boost holiday sales but also sets a precedent for future collaborations that blend tradition with contemporary culture, ensuring relevance in an increasingly competitive retail environment.

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