American Eagle introduced Martha Stewart as the central figure of its latest denim campaign, placing her at the forefront of the Give Great Jeans holiday launch. The lifestyle icon appears in full denim looks, paired with diamonds, on a set designed entirely from denim materials.
Stewart told People that she found the campaign concept 'delightful' and appreciated the invitation to join the brand's seasonal approach. She said she had spent decades helping people prepare for the holidays, from arranging tables to selecting useful gifts. When American Eagle approached her for the project, she noted that she was immediately interested in taking part.
She later explained that the denim-only world created for the shoot felt playful and inventive, offering a setting that aligned with the theme of practical gift-giving. The design included denim bows, garlands and wrapping paper, forming a complete workshop environment. The imagery was produced to establish a festive but functional tone, centred around denim as a reliable wardrobe piece.
How Stewart's Involvement Influenced Sales
Following Stewart's debut in the campaign, American Eagle shares rose by 4 percent on Tuesday, according to data reported by the New York Post. The announcement linked the increase directly to her partnership, marking a measurable shift in investor response. The reporting also noted that the campaign aimed to emphasise denim as a universally appealing gift option during the holiday season.
Stewart continued the theme by stating in a press release that the holidays are a period for thoughtful giving. She said she believed there are few gifts more practical or widely appreciated than a pair of jeans.
She also stated that she supported American Eagle's approach of promoting jeans as a reliable and widely accepted gift. This message aligned with the brand's strategy of presenting denim as a staple item suitable for different ages and preferences.
@marthastewart When the gift is jeans, it’s always giving. Welcome to Martha’s denim season. Start gifting @American Eagle #AEPartner #AEJeans
♬ original sound - Martha Stewart
A Shift From Sydney Sweeney to Martha Stewart
Sydney Sweeney, who had previously fronted major campaigns for American Eagle, was not the face of this particular seasonal push. Her absence created space for a campaign led by someone outside the expected demographic. The choice of Stewart signalled a deliberate shift away from the younger celebrity trend often associated with denim branding.
The campaign's reliance on Stewart's established reputation in lifestyle, home décor and holiday preparation presented a new tone for the company. Rather than focusing on youth-centred imagery, American Eagle turned to a figure known for decades of expertise in domestic and festive guidance. This pivot introduced a distinctive angle designed to attract both long-time fans of Stewart and consumers looking for gift ideas.
The measurable market reaction provided the clearest indication of the campaign's initial effect. The 4-percent share increase reflected positive investor reception and early confidence in the brand's seasonal strategy. While long-term sales data was not included in the reported information, the immediate rise suggested that the decision to feature Stewart achieved notable early impact in market performance.
What the Internet Is Saying
The campaign has been largely received positively online, with many lauding the collaboration with Stewart. 'This marketing team is on FIRE I hope they are getting raises', 'THIS IS HOW YOU DO A JEANS COMMERCIAL.', and 'Martha, you are rocking that Canadian tuxedo mama' are only some of the rave reviews left on the video posted on Stewart's Tiktok.
Some alluded to the past campaigns, with tongue-in-cheek comments like 'Martha Stewart also has great genes,' but most netizens seemed to celebrate the partnership across social media platforms.
