American Eagle has a new star for its latest denim campaign.
Sydney Sweeney previously starred in an ad about the brand’s “great jeans/genes,” but it quickly drew backlash as viewers accused the brand of implicitly glorifying whiteness and promoting eugenics. The ad famously focused on Sydney’s blonde hair and blue eyes as she told the camera: “Genes are passed down from parent to offspring, often determining traits like eye color, personality, and even hair color. My jeans are blue.”
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The situation escalated when President Donald Trump praised the “fantastic” ad, and after BuzzFeed confirmed that Sydney was registered as a Republican as of 2024.
But despite the criticism, the ad continued to run — until this week, when American Eagle launched a new campaign starring Martha Stewart.
On Nov. 25, American Eagle unveiled Martha as the star of its new Give Great Jeans holiday campaign. In a video ad, she was seen in an all-denim outfit with a button-up shirt and jeans.
“Welcome to Martha’s Denim Season,” the video’s caption read.
Martha told People magazine that she did the ad because of her longtime love for holiday content. “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,” she said. “So, when American Eagle approached me about being part of their holiday gifting campaign, I was immediately intrigued.”
She also said, “Denim is a universal gift that works for everyone on your list. Jeans have always been a staple in my wardrobe, and giving a great pair of AE jeans is always a nice gift to give. I’m constantly moving between decorating, cooking and, most importantly, wrapping gifts, and I need to make sure I have an outfit that is comfortable and stylish.”