US denim brand American Eagle was under fire for its ad campaign featuring Sydney Sweeney, with critics calling it “tone deaf”.
The campaign featured Sydney, a blonde-haired, blue-eyed actor in American Eagle denim, accompanied by the tagline: “Sydney Sweeney has great jeans.”
While the advertisement sparked a 10% sales boost, it has drawn mixed reactions online, with some social media users claiming the messaging hints at theories of racial superiority.
Sydney responded to the reactions in an interview with GQ, published in November 2025.
“I did a jean ad. I mean, the reaction definitely was a surprise, but I love jeans. All I wear are jeans. I’m literally in jeans and a T-shirt every day of my life,” she said.
The brand has now announced that Martha Stewart, 84, is trading in casseroles for cutoffs as the latest face of American Eagle.
We all know Martha as a household name linked with cooking, entertaining, and lifestyle expertise.
She has built an empire through her cookbooks, magazines, television shows, and products.
And now she’s entering the jean world as the latest face of the denim brand.
“This holiday season, we’re settling for nothing less than a perfect fit.”
The video continued with Martha cutting up pieces of denim that she used to wrap a present. “This gift is giving.”
Martha spoke with People about doing the campaign and the fun idea of a set covered in denim.
“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.”
“The beauty of AE jeans is their versatility and ability to move with you throughout the day,” she added. “They are flattering, sleek and soft enough to make wrapping gifts or hosting a dinner in them effortless.”
