In a surprising turn of events, Martha Stewart has taken the spotlight as the face of American Eagle’s newest denim campaign, stepping into a role typically filled by younger stars like Sydney Sweeney.

The renowned lifestyle guru is featured in the brand’s fresh seasonal advertisements, showcasing head-to-toe denim ensembles adorned with diamonds. This is part of American Eagle’s “Give Great Jeans” holiday campaign, set against a backdrop creatively draped in denim.

In an interview with People magazine, Stewart expressed her enthusiasm for the campaign, describing it as “delightful.” She reflected on her long-standing tradition of helping people craft memorable holidays, from the art of setting a beautiful table to the nuances of last-minute gift shopping.

“When American Eagle reached out to me about joining their holiday gifting initiative, my interest was piqued,” Stewart remarked to People. She was captivated by the idea of a denim-themed world, calling it “playful, smart, and whimsical.” The campaign features a gift-wrapping workshop constructed entirely from denim, complete with all the festive trimmings like bows, garlands, and wrapping paper.

She added, “The concept of an all-denim world was playful, smart and whimsical: An entire gift-wrapping workshop constructed from denim, complete with bows, garlands and wrapping paper.”

American Eagle shares jumped 4% on Tuesday after Stewart’s partnership with the denim company, according to the New York Post.

The campaign reportedly plays on denim being considered a universally appealing gift, the Post reported.

“The holidays are a time for thoughtful giving,” Stewart said in a press release for the company, “and I’ve always believed that there’s nothing more useful or more universally appreciated than a pair of jeans.”

She continued, “If you want to give a gift that will be worn, loved, and appreciated long after the wrapping paper is gone, give the gift of American Eagle jeans.”

Sydney Sweeney courts controversy

In July, Sweeney’s American Eagle jeans campaign drew backlash after a tagline that many claimed contained racial undertones.

American Eagle’s fall campaign features the “Euphoria” actress in head-to-toe denim, standing beside a billboard that reads “Sydney Sweeney Has Great Genes.” She crosses out “genes” and replaces it with “jeans,” highlighting the brand’s signature denim.  

The Emmy-nominated actress told Variety in November she never made a statement explaining or defending the ad when it was at the height of its backlash because “I’ve always believed that I’m not here to tell people what to think.”

“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,” Sweeney said. “I knew at the end of the day what that ad was for, and it was great jeans, it didn’t affect me one way or the other.”