American Eagle’s Shares Surge as Martha Stewart Joins Brand

American Eagle’s shares experienced a notable increase of four percent on November 26, 2025, following the announcement that Martha Stewart would be the new face of the brand. This development comes amid controversies surrounding Sydney Sweeney, the previous brand ambassador, whose recent campaign faced significant backlash.

While both women share a striking physical resemblance and modeling backgrounds, their career trajectories have diverged considerably in recent months. Sweeney, 28, has been under scrutiny for her associations, including a public relationship with controversial record executive Scooter Braun and alleged feuds with fellow actors. The backlash intensified after her summer campaign with American Eagle, where critics accused the brand of promoting eugenics through the slogan, “Sydney Sweeney Has Great Jeans.”

In contrast, Stewart, who is now 84 years old, has successfully navigated her own scandals. In 2004, she was convicted of securities fraud and served five months in federal prison. After her release, she struggled to regain her foothold in the entertainment industry but eventually re-emerged by embracing her past. Her comedic turn at the Comedy Central Roast of Justin Bieber in 2015 helped to redefine her public image, showcasing her ability to laugh at herself and connect with a younger audience.

Martha Stewart’s comeback strategy proved effective, earning her acclaim and rejuvenating her career. Her jokes about her prison experience resonated well with audiences and marked a significant shift in public perception. Observers noted that her appearance at the roast was pivotal, with reports highlighting that she “was the star of the roast” and that it “catapulted her into a younger audience.”

In contrast, Sweeney’s approach to addressing controversy has been less effective. When questioned about the backlash from the American Eagle campaign during an interview with GQ, she attempted to distance herself from the criticisms but ended up facing further backlash. Her remarks, such as “I did a jean ad. The reaction definitely was a surprise,” did not alleviate concerns surrounding the campaign. Critics accused her of avoiding accountability for the implications of the ad.

As Sweeney shifts her focus back to her acting career, she is promoting her new boxing biopic, Christy. Despite a 67 percent rating on Rotten Tomatoes, the film has underperformed at the box office, being ranked among the top 12 worst films released on over 2,000 screens according to Box Office Mojo.

While Sweeney continues to navigate her professional landscape, Martha Stewart’s resurgence illustrates a different path. By embracing her past and leveraging comedy to engage the public, she has managed to restore her brand and relevance in a competitive market. As American Eagle’s shares soar with Stewart at the helm, Sweeney may find valuable lessons in adaptability and public relations from the seasoned entrepreneur.

In an industry where public perception can dictate success, the contrasting trajectories of these two women highlight the complexities of celebrity branding and the importance of strategic responses to controversy.