With Martha Stewart, Marquee Brands refined the modern lifestyle brand. Roberto Cavalli may be its next test
At 83, Martha Stewart remains one of the most influential figures in modern branding. That claim is surprising now that public attention is largely reserved for digitally native influencers—creators less than a quarter of her age—and for luxury houses with far greater visibility. Yet decades before personal branding, audience monetisation and category extension entered the corporate lexicon, Stewart had already transformed her name into an asset capable of generating trust, aspiration and economic value across multiple categories, including publishing, television, retail, hospitality and home design. Stewart now sits at the centre of a conversation sparked by Marquee Brands, owner of her namesake company and recent majority stakeholder in Roberto Cavalli, which has renewed attention to a business model built not only on products, but on identity, consistency and the ability to transform a personal vision into a fully realised universe spanning sectors and generations. In this piece, Professor Angelo Ruggeri examines the forces behind that enduring appeal, showing how a journey that began in domestic culture anticipated some of the most powerful consumer market dynamics—and the opportunities and risks that come with turning a lifestyle into a brand, and a brand into a lifestyle.
How Martha Stewart Turned Domestic Life into a Lifestyle Brand
Long before personal branding emerged as a business strategy, Martha Stewart had already turned her name into a benchmark for taste, lifestyle and aspiration. More importantly, she built a brand that, even at 83, continues to span ventures well beyond the publishing and television success that first brought her into millions of American homes.
Martha Stewart’s greatest asset has always been credibility. Unlike many celebrity brands that rely on constant reinvention, Stewart’s influence is rooted in consistency. Her aesthetic, public voice, and vision have evolved, yet remain unmistakably her own. That consistency helps explain why younger consumers are still drawn to her world and why brands continue to seek her as a collaborator.
But Stewart’s return to the conversation stems from her connection to Marquee Brands, a company that has traditionally operated behind the scenes but has recently drawn industry attention. Known for its expertise in brand development, marketing, and media, the group acquired the Martha Stewart brand in 2019 and, just a few weeks ago, bolstered its luxury credentials by acquiring a majority stake in Roberto Cavalli, one of Italy’s boldest fashion houses.
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Why Gen Z Is Rediscovering the Martha Stewart Aesthetic
For decades, Stewart embodied a polished vision of domestic life. Long before Instagram and TikTok made everyday life into a viral aesthetic, she elevated cooking, gardening and entertaining into aspirational pursuits, recognising early on that lifestyle itself could hold the same value and desirability as luxury goods.
What continues to set Martha Stewart apart is her ability to connect with audiences across generations. While many cultural icons are firmly associated with a specific moment in time, she remains a contemporary reference point for confidence, style and wit. Her social media presence, at once self-aware and unexpectedly playful, has brought her to new followers, reinforcing her status as someone whose influence transcends her original sphere.
What makes this transformation particularly noteworthy is that Stewart never chased digital trends. Stewart never reinvented herself to fit the mould; if anything, people expanded their understanding of influence to include her. Her confidence and distinctive language have made her an unexpected icon for both Millennials and Gen Z, proving that appeal isn’t always about novelty.
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What Makes a Lifestyle Brand Last for Decades?
Following the acquisition, Martha Stewart has remained actively involved as the creative force and public face behind the brand she founded, now one of the most valuable assets in Marquee Brands’ portfolio. The group collaborates with partners and retailers to extend the Martha Stewart name across a broad array of categories, particularly in home and kitchen, as well as in publishing, media and broader lifestyle offerings.
The relationship between Martha Stewart and Marquee Brands is therefore unusual by conventional standards, but it reflects how companies compete today. Value is created not only through products but also through the narratives, aspirations and emotional connections that brands foster, making products only a small part of the equation.
Established in 2014, Marquee Brands has built its portfolio around this idea, bringing together heritage names, lifestyle authorities and fashion labels with strong storytelling potential. Alongside Anti Social Social Club and Bruno Magli, its holdings include now brands rooted in the active and outdoor segments, such as Dakine and Stance. The company is also particularly active across the home and culinary categories: under its umbrella are America’s Test Kitchen, a multimedia cooking platform, and Laura Ashley, a brand long associated with British design and craftsmanship.
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Can a Fashion House Become a Way of Life?
More than any other asset in the portfolio, the Martha Stewart brand is the clearest expression of this strategy. According to the company, its mission is to “teach and inspire people of all ages to make their homes and lives more beautiful, more functional and more meaningful.” That ambition helps explain why its influence cannot be reduced to a celebrity endorsement or a licensing agreement. Over several decades, Stewart has built a fully realised brand universe grounded in trust, spanning editorial ventures, interior design, wellness, fashion and hospitality. This combination of breadth and consistency remains the source of its enduring strength.
Seen in this light, Marquee Brands’ majority investment in Roberto Cavalli takes on a different meaning. What might have seemed like an unexpected deal, given the group’s limited association with high-end fashion, can instead be seen as a continuation of a plan that has long prioritised lifestyle and brand extension over product categories alone. After all, the allure of Roberto Cavalli is not confined to expensive runway collections and accessories—it extends to entertainment, travel, and a distinctive way of life.
Stewart’s own path demonstrates the potential of this approach: a company can generate value not only through what it sells, but through the world it represents. The challenge now is to prove that the same formula can work for a luxury house like Roberto Cavalli, unlocking new growth without diluting the identity that made it desirable in the first place.
Angelo Ruggeri
Journalist and Tutor for Styling, Business and Design Course and Master’s Programmes, Milan