Shares of American Eagle experienced a boost of about 3% on Tuesday after the announcement that the well-known Martha Stewart will represent the brand, following some backlash from a previous campaign featuring Sidney Sweeney.
Now, at 84 years old, Stewart is showcased in the company’s new Give Great Jean Campaign, donning denim from head to toe, along with a sparkling diamond necklace, right before the holiday shopping rush.
In the new promotional visuals, Stewart poses in a whimsical blue-themed setting, featuring a denim turkey on the kitchen counter.
Hisa Herzog, chief retail analyst at H Squared Research and an instructor at Parsons College, remarked, “American Eagle took a bold approach with their marketing strategies and the selection of brand ambassadors.” She added, “With Martha Stewart onboard, we’ll certainly be paying attention to their direction.”
This campaign follows the criticism American Eagle faced earlier this year regarding a campaign titled “Sidney Sweeney has great jeans.” Some commentators expressed concern over its wordplay, which replaced “genes” with “jeans” in reference to Sweeney.
Herzog noted that Stewart’s unapologetic attitude is appealing to a younger audience. She mentioned, “It’s Martha Stewart’s way of saying, ‘I disregard stereotypes about aging. I can be relevant and do just about anything.'”
While Stewart is primarily known for her expertise in hosting grand events, Herzog also described her as a “spokesman chameleon,” referencing her diverse endorsements, including a range of CBD gummies and her collaboration with Snoop Dogg on “19 Crimes” wine.
It’s worth mentioning that Stewart has faced her own controversies, notably a five-month prison term and an insider trading scandal back in 2004.
