American Eagle Shares Surge After Martha Stewart Becomes Brand Face Following Sydney Sweeney Controversy
Shares of American Eagle jumped as much as 4% on Tuesday after the brand announced iconic homemaker Martha Stewart as its newest ambassador, following the buzz and controversy surrounding its previous campaign with Sydney Sweeney
The 84-year-old Stewart stars in American Eagle’s new “Give Great Jeans” campaign, sporting head-to-toe denim paired with a dangling diamond necklace, ahead of the busy holiday shopping season. She was photographed on a playful set adorned in blue fabric, complete with a denim turkey on the kitchen counter.
“Hers is a middle finger to aging and expectations,” said Hitha Herzog, chief retail analyst at H Squared Research. “She proves you can do anything and still be relevant. Her irreverence resonates with a young audience.”
Stewart, known for her expertise in entertaining and lifestyle, is also a “spokesperson chameleon,” promoting everything from her CBD gummies to “19 Crimes” wine alongside Snoop Dogg, Herzog added.
The move comes after American Eagle faced criticism for its earlier “Sydney Sweeney Has Great Jeans” campaign, which some found controversial for its wordplay on “jeans” versus “genes.” Despite the backlash, the Sweeney collaboration sold out in a week, driving record traffic and new sign-ups. “You can’t run from fear,” said American Eagle CEO Jay Schottenstein. “We stand behind what we did.”
Analysts see Stewart’s appointment as a strategic move. “It shows they can be bold, cause controversy, and still maintain relevance and rising stock prices,” Herzog said.
Susan Scafidi, founder of the Fashion Law Institute, noted that Stewart’s inclusion also signals diversity through age while avoiding pressure to radically shift the brand’s image
Branding expert Aliza Licht added, “Sydney Sweeney reached younger shoppers. With Martha Stewart, they remind an older generation that American Eagle is there for them too. She’s confident, unapologetic, and culturally relevant—an icon across generations.”
With Stewart’s blend of humor, boldness, and timeless appeal, American Eagle aims to engage both longtime fans and new customers heading into the holiday season.
