Initially, the 85-year-old lifestyle mogul defended the appearance as a means to generate awareness, but she shared a more comprehensive apology hours afterward, admitting that her first reply had missed the mark.
Martha Stewart has apologized for dressing as a homeless person for Halloween, reversing course within hours of a first statement in which she described the costume as an attempt to draw attention to homelessness.
In a message posted to Instagram on Sunday, Nov. 1, the 85-year-old businesswoman said her earlier explanation had not gone far enough and called the costume insensitive and unfunny. “It’s hard to admit when you’ve really screwed up,” she wrote, adding that she knows many people are struggling financially and that she was very sorry.
The apology capped a weekend of criticism that began with a since-deleted Instagram post and grew after her first attempt to explain it.
A costume shared in a candle promotion
The photograph depicted Stewart wearing a dark knit beanie, a cardigan, and distressed denim, her face brushed with dark cosmetic smudges while she clutched a placard stating she was famished and seeking assistance. This visual surfaced on her Instagram profile within a publication designed to advertise her scented candles. Based on information from the PA news agency, featured via RTÉ, the accompanying text marketed her QVC candles as an ideal match for the Halloween season.
Pairing a costume that depicts extreme poverty with a product plug drove much of the anger. Users on X described the post as out of touch and tone-deaf, according to a Newsweek roundup of the reaction, and several commenters pointed to the number of Americans without stable housing. Others defended Stewart and argued that critics were overreacting to a Halloween costume, Men’s Journal reported. The post was taken down as the backlash grew, and Stewart limited comments on some of her other posts.
A first statement that stopped short of an apology
Before issuing the apology, Stewart tackled the controversy during remarks shared with Page Six. She expressed distress over the offense caused by her outfit, maintained that causing upset was never her goal, and explained that the concept aimed to spotlight homelessness. Furthermore, she mentioned backing charities focused on the cause, yet omitted mentioning any specific organizations.
That explanation failed to quiet detractors, who doubted how an ensemble presented alongside commercial goods could simultaneously function as activism. Stewart reiterated this perspective within the comments section of a Just Jared Instagram post, stating that the attire aimed to draw attention to hunger and homelessness, though she admitted her initial communication fell short, as noted by Newsweek. Actor Indya Moore countered in that same space, contending that Halloween is hardly the appropriate occasion to mimic individuals enduring hardship. Shortly thereafter, Stewart shared a subsequent post, openly admitting that her previous remarks had proven insufficient.
CNN, which covered the apology on Monday, stated that Stewart’s representatives had been reached for a statement. Newsweek noted that inquiries had been sent to her spokesperson, alongside the National Alliance to End Homelessness, the National Coalition for the Homeless, and the Coalition for the Homeless, while replies remained pending. By Monday, prominent media organizations covering the incident had failed to publish any public statement from homelessness advocacy organizations.
Why the costume struck a nerve
The criticism landed against a backdrop of persistently high homelessness in the United States. The Department of Housing and Urban Development’s latest annual one-night count found 745,652 people experiencing homelessness in 2025, according to a Congressional Research Service summary of the agency’s report, which was released in May. That was a slight drop from the record 771,480 counted in 2024. More than 266,000 of the people counted in 2025 were unsheltered on the night of the survey.
Outfits transforming vulnerable or marginalized populations into mere costumes have faced continuous criticism. Back in August, Target issued an apology and withdrew a clown outfit from its inventory once detractors argued it brought to mind blackface and minstrel performance aesthetics.
Stewart’s case attracted notable focus due to her prominent status. During the 1980s, she established her reputation as an expert in gastronomy, hosting, and domestic arts, subsequently debuting Martha Stewart Living magazine in 1990 and earning numerous Daytime Emmy Awards. Although a 2004 conviction for making false statements regarding a stock transaction resulted in a five-month incarceration, her professional journey persevered; furthermore, she has recently developed a lighthearted and frequently provocative digital footprint that has previously sparked controversy.
A long Halloween tradition
Halloween has been a staple of Stewart’s brand for decades. Over the years, she has put together elaborate outfits and showcased them in the yearly Halloween edition of her magazine. As Marie Claire notes, she graced the cover of that 2024 issue dressed as Queen Elizabeth I in a golden gown, a white lace ruff, and a crown, while holding an orb and a scepter that were actually just a holiday ornament and a curtain rod. Her staff used the ensemble to crown her the “Queen of Halloween.”
Newsweek noted that she has also shared throwback photos of past outfits, including a haunted horsewoman from 2009 and a costume she wore to Bette Midler’s 1998 Hulaween gala. She has also described decorating the gate of her farm each year and handing visiting trick-or-treaters a mix of candy and a little cash.
That history helps clarify why this year’s outfit fell so flat among a large portion of her fanbase. Typically centered on artistry, imagination, and grandeur, Stewart’s Halloween shares took a different turn this time by casting a genuine and widespread struggle in the part of a persona while simultaneously tying it to a promotional push.
As of Monday, the original image remained deleted, and Stewart had not indicated whether she intends to issue any additional response, such as identifying the charities she mentioned in her initial statement.