Following its controversial ads featuring the actress Sydney Sweeney this past summer, American Eagle has opted for a classic spokesperson to promote its Gen Z-friendly jeans and apparel this holiday season: 84-year-old Martha Stewart. Stewart — who has largely shed her own controversy from decades ago when she served a jail term for insider trading — will star in three 30-second videos that will air on American Eagle’s social channels, beginning today.
The Sydney Sweeney ads were criticized over their hypersexualized nature, which seemed at odds with the actress’ support for domestic violence awareness, as well as hints that the tagline — a play on genes/jeans — endorsed the discredited scientific theory of eugenics.
American Eagle, which has had significant success with female athletes such as tennis star Coco Gauff as spokespeople, has opted for a proven quantity in Stewart. “Martha bridges generations, just like our jeans do,” Craig Brommers, Chief Marketing Officer at American Eagle told WWD. “Gen Z loves Martha Stewart. I’m just blown away by how much resonance she has with Gen Z right now. They’re finding her on TikTok, they’re finding her on social media, they’re watching her documentary on Netflix. They’re searching for old cookbooks.”
Rather than do the obvious thing and cast a member of Gen Z to headline their campaign, Brommers said, “I think it’s important for us to continue to make big bets at big moments. And Martha is so iconic that when you say the name Martha, everyone — Gen Z, millennials, Gen X, boomers — knows who you’re talking about.”
Advertisement
