Martha Stewart Is a Master of the One-Liners in Cheeky New Campaign: 'It's Giving Mother' (Exclusive)
Martha Stewart Is a Master of the One-Liners in Cheeky New Campaign: 'It's Giving Mother' (Exclusive)
Hedy PhillipsTue, March 17, 2026 at 6:39 PM UTC
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Martha Stewart Is a Master of the One-Liners in Cheeky New Campaign: 'It's Giving Mother' (Exclusive) -
Martha Stewart stars in denim brand Mother's newest campaign for spring
In the campaign, Stewart shares some of her best one-liners, including that she's always "punctually late"
Stewart tells PEOPLE that she had a lot of fun with this campaign because she loves being cheeky
Martha Stewart isn't afraid to lean into her cheeky side.
The lifestyle mogul, 84, is the star of denim brand Mother's newest campaign in support of the Tastes Great collection. It was only fitting to install Stewart as the mother she is and let her craft a few one-liners for the provocative photo shoot.
In the photos and video, lensed by Douglas Friedman, Stewart wears a number of Mother pieces as she shares her "Lessons from Mother," and each one is better than the last.
Martha Stewart for Mother DenimCredit: Douglas Friedman
First up, "going down," which sees Stewart pulling her handsome bellboy into the elevator. Second, Stewart claims she always arrives "punctually late."
Stewart tells PEOPLE that she abides by a schedule but saw an opportunity to be funny here.
"Oh, I'm totally on time, but punctually late. I made that up on the spur of the moment right there," she admits.
The third lesson? Stewart at a table with a cloche, which she opens to reveal cookies. "Milf and cookies," she says.
The chocolate chip cookies are, of course, her own creation. (Mother is even sharing the recipe so you can make them at home.)
Stewart's next quip is about how much she loves a "nice package," but the packages in question are simply boxes of cookies, of course. The ad wraps up with Stewart in a bathroom as she repeats, "No filter necessary. It's giving Mother."
The cookbook author tells PEOPLE that she loved leaning into this role — because it was really nothing new for her.
"I've been doing a little of this here and there," she says of bringing her natural humor into her work. "It's fun, and people love it, and I fit the role just perfectly. So it worked out just great. And [Mother is] such a nice company to work with. They have a good sense of humor, and they have beautiful clothes. And I worked with one of my favorite photographers, Douglas Friedman. I think we created quite a nice thing."
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Martha Stewart for Mother DenimCredit: Douglas Friedman
Stewart is outfitted in pieces from the All Day Every Day line throughout her photo shoot. She tells PEOPLE that what she loves about Mother is that the clothes are high quality and they fit flawlessly.
"It's like wearing fine designs in your favorite fabric," she says of slipping into Mother's denim.
Lela Becker, president and co-founder of Mother, says in a press release, "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."
Martha Stewart for Mother DenimCredit: Douglas Friedman
Stewart's Mother campaign has now rolled out across the site after the brand teased it on March 16 on Instagram. It's just another notch in Stewart's long list of what she's working on these days.
She just opened her second restaurant, The Bedford by Martha Stewart at Foxwoods Casino, in Connecticut days before this launch. She was on hand — alongside some of her famous friends like 50 Cent and Christie Brinkley — to cut the ribbon and welcome guests.
She is also preparing to launch a new app for homeowners, a new kitchenware collection (coming in April) and her book (coming in May).
"It's just nonstop, that's what it is. It's kind of nonstop creativity. I thrive on it, so that's what's good," she says of keeping busy.
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Martha Stewart for Mother DenimCredit: Douglas Friedman
"I mean, it's insane in a way," Stewart jokes of her busy schedule. "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."
Find Stewart's campaign at Mother now, and shop her favorite comfortable pieces.
on People
Source: “AOL Entertainment”
