Why Martha Stewart issued a second apology after Halloween costume backlash: What went wrong

Martha Stewart issued a second apology after her Halloween costume, which illustrated a hungry, unhoused person. It brought criticism online. The lifestyle mogul acknowledged that her first response did not go far enough and admitted that the costume was insensitive and not funny. The controversy followed her decision to share and then delete a photo of herself in tattered clothing while holding a sign asking for food, as per People.

What was Martha Stewart’s Halloween costume?

Stewart, 85, shared a photo of herself dressed as a person experiencing homelessness on Instagram on October 31. She wore ripped clothing, a beanie and makeup that made her face appear dirty. She also held a sign that read, “I AM HUNGRY HELP ME!!”

The image appeared in a social media carousel promoting her QVC candles, with a caption advertising the products for Halloween. The photo was later deleted after it attracted criticism online.


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Several social media users argued that the costume made light of homelessness and hunger. Stewart initially responded to the backlash in a statement to Page Six on November 1. She said she had not intended to offend people and claimed the costume was meant to raise awareness of homelessness.

“I am distressed that my Halloween costume yesterday, which was intended to bring more awareness to the very serious subject of homelessness, has offended people, which was never my intention,” Stewart said in the statement, as per People.

She also emphasised her work supporting charities that address the issue.

“Homelessness continues to remain one of America’s greatest challenges and ongoing crises, something that I care deeply about and I have spent a significant amount of time and effort supporting charities that combat this ongoing social epidemic,” she said. Stewart added that she was “committed to continuing to make a difference.”

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The Guardian reported that one social media user criticised the costume, asking, “Why do you think poor people who are dying on the side of the road are a costume?” Another commenter wrote, “Read the room Martha, people are struggling out here.”

The commercial context also attracted criticism because the image appeared alongside promotional material for Stewart’s QVC candles.

Why did Martha Stewart issue a second apology?

Hours after her first statement, Stewart acknowledged that her response had not gone far enough. She shared a second statement on Instagram on November 1, directly accepting responsibility for the costume, according to People.

“It’s hard to admit when you’ve really screwed up. My earlier statement didn’t go far enough,” she wrote.

She then acknowledged the financial difficulties many people face and apologised for the costume itself.

“I know many people are suffering economically. Wearing a costume like I did was insensitive and not funny. I am very sorry,” Stewart added.