American Eagle’s Shares Increase After Martha Stewart Campaign Follows Sydney Sweeney Controversy

Martha Stewart made a splash on Tuesday, November 25, when she was revealed as the face of American Eagle’s Give Great Jeans holiday campaign.

In fact, the company saw an increase in shares, according to AEO Inc.’s Stock Quote & Data. The website reported an almost 3% increase as of 4 p.m. on Tuesday. Shares are now valued at $19.66 as compared to an opening price of $19.19.

Financial expert Hitha Herzog, chief retail analyst at H Squared Research (a data driven, research firm for registered investment advisors), told the New York Post, “It’s Martha Stewart’s way of saying, ‘I’m gonna throw a middle finger to aging and what you all think of who I am. I can do pretty much anything and still be relevant.’”

Herzog pointed out how the recent uptick follows Sydney Sweeney’s controversial ad campaign for the retail giant that featured the tagline “Sydney Sweeney Has Great Jeans.” At the time, critics pointed out how the ad implied Sweeney, 28, has superior genetics.

“This is what I think [the company] learned,” Herzog explained. “They can be bold in campaigns, cause controversy and still have a stock price that is rising. The brand is still extremely relevant.”

In the new ad featuring the 84-year-old lifestyle guru, Stewart sports head-to-toe AE denim as she poses in front of a denim-draped set.

“Denim is a universal gift that works for everyone on your list,” Stewart told People. “Jeans have always been a staple in my wardrobe, and giving a great pair of AE jeans is always a nice gift to give.”

Earlier this month, the Euphoria actress addressed the backlash to her advertisement in an interview with GQ.

“I did a jean ad,” she said. “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.”

When asked if having the support of “some very powerful people” (like President Donald Trump) made her feel “thankful” amid the criticism, she replied, “I don’t think…. It’s not that I didn’t have that feeling, but I wasn’t thinking of it like that, of any of it.”

“I kind of just put my phone away. I was filming every day,” Sweeney concluded. “I’m filming Euphoria, so I’m working 16-hour days and I don’t really bring my phone on set, so I work and then I go home and I go to sleep. So I didn’t really see a lot of it.”