Shares in American Eagle jumped as much as 4% Tuesday after it revealed iconic homemaker Martha Stewart as the newest face of the brand following its controversial campaign starring Sydney Sweeney.<\/p>\n
Stewart, 84, wears head-to-toe denim \u2013 along with a dangly diamond necklace \u2013 in American Eagle\u2019s new \u201cGive Great Jeans Campaign\u201d ahead of the busy holiday shopping season.<\/p>\n
The domestic diva posed on a quirky set decorated in blue fabric \u2014 complete with a denim turkey displayed on the kitchen counter.<\/p>\n
Martha Stewart wears head-to-toe denim for a new American Eagle campaign. American Eagle<\/p>\n
\u201cIt\u2019s Martha Stewart\u2019s way of saying, \u2018I\u2019m gonna throw a middle finger to aging and what you all think of who I am. I can do pretty much anything and still be relevant,’\u201d Hitha Herzog, chief retail analyst at H Squared Research and part-time faculty at Parsons, told The Post.<\/p>\n
Herzog added that Stewart\u2019s \u201cirreverence resonates with this young crowd.\u201d<\/p>\n
While known for her advice on hosting extravagant house parties, Stewart is also a \u201cspokesperson chameleon\u201d \u2013 promoting everything from her own line of CBD gummies to \u201c19 Crimes\u201d wine with Snoop Dogg \u2014 Herzog noted.<\/p>\n
The new promotions come after American Eagle came under criticism for its \u201cSydney Sweeney Has Great Jeans\u201d campaign<\/a> earlier this year. Some commenters on social media ripped the play on words, which used \u201cjeans\u201d instead of \u201cgenes\u201d to talk about the blond-haired, blue-eyed starlet.<\/p>\n Still, American Eagle said the Sweeney collaboration sold out in a week, driving record traffic and unprecedented new sign-ups.\u00a0<\/p>\n Martha Stewart has promoted everything from her own line of CBD gummies to wine with Snoop Dogg. American Eagle<\/p>\n \u201cYou can\u2019t run from fear,\u201d American Eagle CEO Jay Schottenstein told the Journal in October. \u201cWe stand behind what we did.\u201d<\/p>\n \u201cThis is what I think they learned: They can be bold in campaigns, cause controversy and still have a stock price that is rising. The brand is still extremely relevant,\u201d Herzog told The Post.<\/p>\n \u201cSome may want to say it was backlash, but backlash infers it hurt the company, but having Sydney Sweeney as the face of the campaign did nothing but help the company,\u201d she added.<\/p>\n Stewart has had her own share of scandals, including five months behind bars over an insider trading scheme<\/a> in 2004 and her attempt to trademark a Native American name<\/a>.<\/p>\n American Eagle faced heated backlash after a partnership with Sydney Sweeney that was accused of promoting eugenics. REUTERS<\/p>\n \u201cSince Stewart is another blue-eyed blonde, the choice may also allow AE to avoid appearing like they\u2019re caving to residual pressure while still embracing a different form of diversity, namely age,\u201d Susan Scafidi, founder and director of Fashion Law Institute at Fordham Law School, told The Post.<\/p>\n Analysts said the partnership not only caters to young shoppers, who admire Stewart\u2019s humor, but to older generations, too.<\/p>\n \u201cSydney Sweeney reached their demographic. With Martha Stewart they are reminding an older generation that American Eagle is there for her, too,\u201d Aliza Licht, branding expert and author of \u201cOn Brand,\u201d told The Post.<\/p>\n \u201cShe participates in culture in a cool way,\u201d Licht said. \u201cThough she\u2019s older, she represents this be yourself, unapologetic icon. Fashion is about confidence.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Shares in American Eagle jumped as much as 4% Tuesday after it revealed iconic homemaker Martha Stewart as…\n","protected":false},"author":2,"featured_media":313827,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[57],"tags":[44574,28,236,88,85491,7105],"class_list":{"0":"post-313826","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-celebrities","8":"tag-american-eagle-outfitters","9":"tag-business","10":"tag-celebrities","11":"tag-entertainment","12":"tag-martha-stewart","13":"tag-sydney-sweeney"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/313826","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/comments?post=313826"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/313826\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media\/313827"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media?parent=313826"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/categories?post=313826"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/tags?post=313826"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}