Welcome to Spot Check, a column by The Business of Fashion breaking down probably the most talked-about style and sweetness campaigns of the second and why they labored — or missed the mark.
Four months after its advertisements that includes Sydney Sweeney touched off a cultural firestorm, American Eagle is returning to its “Great Jeans” marketing campaign.
In its newest spot, which rolled out right now on social media and streaming TV, Martha Stewart wraps presents in denim “gift wrap” and quips, “This holiday season, we’re settling for nothing less than a perfect fit” — a wink to her common use of the phrase “perfect” all through her almost 50-year cooking and internet hosting profession.
This explicit little bit of wordplay — regardless of that includes one other white, blonde star — is unlikely to the touch off one other on-line debate over race or gender; probably the most disturbing side of the marketing campaign might be the picture of a full vacation dinner encased in denim, turkey and all.
But the aim is similar: get individuals speaking.
“We know that the world is watching American Eagle campaigns right now, and that gives us the opportunity to introduce plot twists in the story,” stated Craig Brommers, the model’s chief advertising officer.
The model’s earlier denim marketing campaign, that includes Sweeney, brought on an uproar on the web for taking part in on the idea that the actress has “great genes,” with commenters decrying the model as selling eugenics. Others, President Donald Trump included, fired again in protection of the model. The outcomes: All eyes on AE.
Despite — or maybe, as a result of — it was controversial, the Sweeney advert introduced the retailer into the limelight after years outdoors of the cultural dialog. Following its launch, the model acquired almost a million new prospects and, in keeping with Brommers in its second-quarter earnings name, was its most profitable marketing campaign so far. But gross sales in that interval had been nonetheless barely decrease than they had been final yr, when the corporate drove a document $1.3 billion in income for the quarter. To regain momentum, the model wants multiple hit advert; it should maintain producing buzz.
In addition to Stewart, American Eagle is doubling down on Sweeney. Just over every week earlier than releasing the Stewart marketing campaign, the model shared extra content material that includes Sweeney sporting her butterfly patch-embroidered “Sydney Jean,” highlighting a restock of the sold-out piece. GQ additionally reignited the controversy across the advert with an interview of Sweeney, during which she did not immediately tackle the talk across the advert.
By releasing the Stewart marketing campaign, the model has created the final word one-two punch of promoting in 2025: healthful vacation content material that’s arduous to criticise in and of itself, whereas connecting the dots to its extra controversial content material.
“I’ve seen a huge evolution in the last year where people just don’t care about being cancelled anymore,” stated Lauren Beeching, founding father of disaster PR agency Honest London. “At least it gets spoken about … The amount of press [American Eagle] achieved would cost millions in PR.”
But there are different metrics than engagement — what persons are truly saying and fascinated with an advert issues too. According to The Business of Fashion’s model efficiency software, Insights Brand PulseAmerican Eagle’s “connection” rating, which tracks emotional resonance and optimistic shopper sentiment, dipped sharply upon the marketing campaign’s launch and has but to return to pre-July ranges. That could replicate how some shoppers had been turned off by the concept that American Eagle could be flirting with conservative — and even racist — concepts. In an interview with The Wall Street Journalthe model’s chief govt Jay Schottenstein stated, “We stand behind what we did.”
The Stewart marketing campaign could also be an try to string the needle between persevering with the cultural dialog and slowly regaining favour in some consumers’ minds. Stewart is beloved by a number of generations, from those that got here of age watching her how-to cooking movies to Gen-Z, who’re feeling a wave of nostalgia for her because of cultural touchpoints like her documentary and viral friendship with rapper Snoop Dogg, and on account of their very own gravitation in the direction of aesthetically pleasing internet hosting alternatives.
In addition to a social and digital push, the marketing campaign can even be aired on streaming TV to achieve these numerous generations of consumers whereas they’re collectively at residence, watching soccer or vacation motion pictures — and be an on the spot dialog starter.
“Partnering with Martha in this very moment makes so much sense, and will be a plot twist that I think people will be very engaged with,” stated Brommers. “We are in the entertainment business.”
Stewart’s story additionally attracts a neat parallel with what American Eagle could also be trying to recreate: Working with Stewart, who herself efficiently executed a comeback after spending a number of months in jail, could also be a manner for the model to align itself along with her redemption narrative.
“If that person has successfully rebuilt their own image, the brand benefits from the same narrative,” stated Beeching. “Comeback arcs can be quite powerful.”
And maybe this time, along with driving income, the marketing campaign could assist shopper sentiment begin to catch up as nicely.
“This is supposed to be fun,” stated Brommers. “This is supposed to be an opportunity for Martha to have some winking humor.”