American Eagle doesn’t do middle way! From 28-year-old Sidney Sweeney going straight to 84-year-old Martha Stewart. Move over, Sydney. it’s Martha’s turn now!
American Eagle is spending the holidays with Martha Stewart. And the apparel retailer isn’t shying from the jeans that triggered a national controversy around Sweeney.
The holiday campaign content features the domestic icon, clad in denim and diamonds, in a blue-denim kitchen with a denim turkey in a roasting pan. The playful and creative twist for the first spot is titled, “Martha Wraps The Gifts in American Eagle”.
“I have spent decades helping people create beautiful holidays – from setting the perfect table to trimming the tree to finding that last-minute gift that saves the day,” says Stewart. “So, when American Eagle approached me about being part of their holiday gifting campaign, I was immediately intrigued”.
“The concept of an all-denim world was playful, smart and whimsical: An entire gift-wrapping workshop constructed from denim, complete with bows, garlands and wrapping paper.”
“The holidays are a time for thoughtful giving and I’ve always believed there’s nothing more useful or more universally appreciated than a pear of jeans”.
Well, as we always point out: denim is ageless, raceless, genderless – in short: denim is the most universal gift ever!
AE’s Christmas campaign 2025 features three 30-second videos airing on American Eagle’s social media channels.
You can shop for the latest American Eagle collections here.
