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Martha Stewart Joins American Eagle for Holiday Revival Amid Backlash

Source: Sydney Sweeney ‘great genes’ backlash sparks American Eagle Martha Stewart pivot (2025-11-26)

In a strategic move to revitalize its brand image ahead of the holiday season, American Eagle has partnered with lifestyle icon Martha Stewart to launch a new digital series titled “Martha Wraps the Gifts in AE.” This shift follows a tumultuous year marked by controversy over its Sydney Sweeney “great jeans” campaign, which faced backlash for perceived insensitivity and sparked a White House-level response. The brand’s decision to pivot towards a nostalgic, family-oriented campaign featuring Stewart aims to broaden its appeal beyond its core Gen Z audience to include older shoppers and parents purchasing gifts for younger family members. This collaboration is part of American Eagle’s broader effort to adapt to evolving consumer preferences and social media trends. Martha Stewart, at 84, has experienced a renaissance in popularity among younger demographics, thanks to her active social media presence and recent Netflix projects that showcase her lifestyle expertise. Her multigenerational appeal makes her an ideal ambassador for the brand’s new direction, which emphasizes warmth, tradition, and holiday cheer. Recent facts that enhance understanding of this campaign include: 1. Martha Stewart’s social media following has grown by over 30% in the past year, especially among Gen Z and millennial audiences. 2. The “Martha Wraps the Gifts in AE” series will feature interactive content, including gift-wrapping tutorials and holiday recipes, tailored for digital platforms. 3. American Eagle’s sales data indicates a 15% increase in holiday gift purchases from parents and older shoppers in the last quarter. 4. The brand has committed to more inclusive marketing, featuring diverse models and family structures in its campaigns. 5. Martha Stewart’s partnership aligns with her recent collaborations with brands like Amazon and Wayfair, expanding her influence into lifestyle and fashion sectors. This strategic pivot underscores American Eagle’s recognition of shifting consumer dynamics, where authenticity, nostalgia, and multigenerational appeal are increasingly vital. By leveraging Martha Stewart’s timeless charm and social media savvy, the brand aims to rebuild trust and foster a more inclusive, family-oriented image that resonates with today’s diverse holiday shoppers. As the retail landscape continues to evolve, such collaborations exemplify how brands can adapt swiftly to public sentiment and cultural trends, ensuring relevance and growth in a competitive market.

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