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American Eagle Partners with Martha Stewart for Holiday Comeback

12/1/2025

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Summary

Story summary

American Eagle Outfitters launched a holiday campaign featuring Martha Stewart, a long-time influencer in holiday aesthetics, to shift the narrative after backlash from a previous ad.
The retailer faced criticism for an advert featuring Sydney Sweeney, an actress, accused of glorifying eugenics.
Stewart appears in a denim-themed setting, promoting the idea of the 'perfect fit' for gifts.
The brand will continue supporting its earlier campaign while acknowledging holiday-season consumer sentiment.

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Story summary

American Eagle Outfitters launched a holiday campaign featuring Martha Stewart, a long-time influencer in holiday aesthetics, to shift the narrative after backlash from a previous ad.
The retailer faced criticism for an advert featuring Sydney Sweeney, an actress, accused of glorifying eugenics.
Stewart appears in a denim-themed setting, promoting the idea of the 'perfect fit' for gifts.
The brand will continue supporting its earlier campaign while acknowledging holiday-season consumer sentiment.