Martha Stewart Is a Master of the One-Liners in Cheeky New Campaign: ‘It’s Giving Mother’ (Exclusive)

Martha Stewart Takes Centre Stage in Mother Denim’s New Spring Campaign

Martha Stewart, the renowned lifestyle guru and business magnate, is the face of Mother Denim’s latest campaign, promoting the brand’s Spring collection, titled “Tastes Great.” At the age of 84, Stewart continues to showcase her vibrant personality and cheeky humour, proving that she remains a relevant figure in contemporary fashion and popular culture.

In this fresh campaign, Stewart embraces her role as a ‘mother’ figure while delivering a series of witty one-liners over a stunning backdrop. Photographed by Douglas Friedman, the shoot captures Stewart wearing various pieces from Mother’s “All Day Every Day” line whilst sharing her “Lessons from Mother.” These clever phrases are designed to amuse audiences while showcasing her playful side.

One particularly memorable moment includes Stewart jokingly referring to her punctual nature, stating that she is “punctually late.” Laughing off the typical connotations of tardiness, she revealed to PEOPLE that while she adheres to a schedule, she was having a bit of fun with the line. “Oh, I’m totally on time, but punctually late. I made that up on the spur of the moment right there,” she said.

Another highlight of the campaign sees Stewart at a dining table, unveiling a cloche to reveal a plate of cookies, quipping “Milf and cookies.” These chocolate chip delights are not just props; Stewart has generously shared her recipe, inviting fans to enjoy a piece of her culinary expertise at home.

Further advancing the fun, Stewart playfully remarks on her love for a “nice package.” However, in this context, the packages in question are simply boxes of cookies. The commercial wraps up with Stewart playfully declaring, “No filter necessary. It’s giving Mother,” a nod to both her natural candidness and the essence of the campaign.

In her conversation with PEOPLE, the cookbook author revealed that she enjoyed leaning into this cheeky persona, as it aligns seamlessly with her own sense of humour. “I’ve been doing a little of this here and there,” she explained regarding her lighthearted approach. “It’s fun, and people love it, and I fit the role just perfectly. So it worked out just great.”

Lela Becker, president and co-founder of Mother, expressed excitement about having Stewart represent the brand. “Martha is the ultimate MOTHER muse. 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,” Becker stated in a press release.

The campaign, which has quickly gained traction online since its teaser launch on Instagram March 16, adds another layer to Stewart’s already robust portfolio. Just days before the debut of the Mother campaign, she opened her second restaurant, The Bedford by Martha Stewart, located within Foxwoods Casino in Connecticut. The launch was star-studded, with appearances from notable friends including 50 Cent and Christie Brinkley.

Beyond her ventures in the culinary world, Stewart is poised for further success with the upcoming release of a new app for homeowners, a kitchenware collection set to launch in April, and a book hitting shelves in May. In her characteristic style, she remarked on her busy schedule: “It’s just nonstop creativity. I thrive on it, so that’s what’s good.”

Stewart’s commitment to her craft is palpable; she acknowledges the whirlwind of activities as challenging yet invigorating. “It’s kind of insane, but it’s actually sort of invigorating at the same time and challenging. I like challenges. I like creativity. I like curiosity. I like all those things,” she explained.

For those interested in Stewart’s latest campaign for Mother, the collection is accessible on the brand’s website, showcasing a selection of comfortable yet stylish pieces. Stewart’s multifaceted career continues to inspire countless individuals, proving that age is but a number when it comes to creativity and the pursuit of new ventures.