Martha Stewart takes over Sydney Sweeney in new American Eagle denim campaign.

American lifestyle icon Martha Stewart is taking the spotlight in American Eagles newest denim campaign, replacing Sydney Sweeney. The star appears in the brands seasonal advertisements dressed entirely in denim, accented with diamonds, as part of the Give Great Jeans holiday initiative.

Stewart shared with People magazine that she found the concept delightful. I have spent decades helping people craft memorable holidays from arranging the perfect table to trimming the tree and finding that last-minute gift that makes all the difference, she explained. When American Eagle invited me to join their holiday gifting campaign, I was instantly intrigued.

She added, The idea of a denim-themed world was playful, clever, and whimsical: a complete gift-wrapping workshop made entirely of denim, including bows, garlands, and wrapping paper.

Following the announcement of Stewarts collaboration, American Eagles stock rose by 4% on Tuesday, according to New York Post. The campaign emphasizes denim as a universally appreciated and practical gift.

Holidays are about thoughtful presents, Stewart said in a press release. Ive always believed that nothing is more useful or universally loved than a pair of jeans. If you want to give a gift that will be worn, cherished, and remembered long after the wrapping paper is gone, American Eagle jeans are the perfect choice.

Previously, Sydney Sweeneys own campaign with the brand faced criticism for a tagline that some perceived as racially insensitive. The ad featured Sweeney in head-to-toe denim beside a billboard reading Sydney Sweeney Has Great Genes, with genes crossed out and replaced with jeans. Sweeney later explained she never issued a public defense, stating she simply loves jeans and wears them every day.

Author: Sophia Brooks