Entrepreneur and lifestyle expert Martha Stewart serves looks in Mother’s Spring 2026 campaign.
Shot by Douglas Friedman, the playful campaign emphasizes Stewart’s confidence, timeless style and sense of humor as she’s attended by a white-glove butler. The old-world style of the St. Regis Hotel in New York served as the backdrop for several scenes, from the entrepreneur riding the elevator to ordering room service.
Stewart models pieces from the premium denim brand’s foodie-inspired “Tastes Great” collection such as the Stashed Hustler Roller Sneak, a ’70s-inspired wide-leg jean and the Stashed Picky Jacket, a crewneck denim jacket with a cropped, boxy fit.
The collection also includes a picnic-inspired gingham skirt, jean jacket with crochet strawberry patches and an assortment of food-themed T-shirts.
“Martha is the ultimate Mother muse,” said Lela Becker, Mother president and co-founder. “She knows what she wants, exudes confidence and isn’t afraid to challenge expectations. We wanted to celebrate that energy by presenting her in an unexpected way.”
In addition to starring in the campaign, Stewart has provided one of her favorite chocolate chip cookie recipes, which will be available on Mother’s editorial platform.
Lela Becker, Tim Kaeding and Martha Stewart
To celebrate the launch, Stewart joined Becker and co-founder Tim Kaeding for a party this week at Indochine in New York City. Butlers served caviar on silver trays reminiscent of the campaign and guests enjoyed “Martha-tinis” with lemon twists in front of a branded ice sculpture. Milk and cookies closed out the evening.
Guests included actors Mia Healey and Clara McGregor, “Sex and the City” author Candace Bushnell and “Real Housewives of New York” personalities Carole Radziwill, Nicole Daisy Toye, Racquel Chevremont and Jenna Lyons.
Stewart is familiar with denim campaigns. The former model starred in American Eagle’s Holiday 2025 “Give Great Jeans” campaign. Denim was also an essential ingredient in Martha by Martha Stewart Fashion Collection launched in 2022.
