In a world where fashion trends come and go, Martha Stewart has emerged once again as an icon at the age of 84 by becoming the face of American Eagle’s new “Give Great Genes” campaign. The share prices soared, with nearly a 4% bump, as the announcement thrilled stockholders who are betting on the legendary homemaker to do for jeans what she has long done for table settings and holiday decorating. The marketing wizards seem to believe that Stewart’s success draws from her blue-eyed, blonde persona, steering clear of accusations that they were yielding to current trends of diversification. However, one can’t help but wonder if diversity now conveniently hinges on having the right eye and hair color, a curious take indeed.
And what a wave American Eagle is riding after the triumph with Sydney Sweeney, whose campaign was a roaring success, netting $400 million and a 10% stock surge. It appears American Eagle has hitched its wagon to something of marketing gold with Stewart, capitalizing on her undeniable brand power. Stewart has already put her stamp on everything from Sketchers to Oreo, and even CBD gummies, proving her versatility and continuing allure to consumers of all generations.
While Martha may have once found herself on the wrong end of the law courtesy of the likes of James Comey, who could forget when it seems even she has—her post-prison comeback is legendary in itself. The sheer irony that she continues to support Democrats, the very crowd that supposedly put her behind bars, is rather amusing. Perhaps, like many in Hollywood, she finds more appeal in parties that promise progressive reforms while simultaneously holding on to glittering celebrity fetishes.
On the diversity front, many are inclined to believe that Martha Stewart being the face of a major fashion house campaign speaks volumes about age inclusivity—a clever nod to the different dynamics of diversity that often go overlooked. In an era where the rampant importance is placed on skin-deep attributes, this move perhaps offers a new take on what diversity could entail—not merely a gesture towards ageism, but an endorsement of timeless charm that transcends generational constraints.
In the end, Stewart, the self-proclaimed domestic goddess who’s exchanged baking for branding and has laughed in the face of market conventions, emerges not just as a survivor but as a thriving testament to reinvention. If she can influence the tastes of Gen Z, the same way she captivated the Gen X, perhaps American Eagle knows precisely what it’s doing by embracing legends rather than pandering to the left’s monotonous calls for conformity. Stewart is not bending to fit the mold; she’s daringly redefining it.
