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Martha Stewart has spent decades teaching Americans how to carve a pumpkin and set a festive table. On Oct. 31, the 85-year-old shared something far from her usual Halloween content. In the photo, Stewart wears tattered jeans, a beanie and a cream-colored cardigan while holding a handwritten cardboard sign that reads “I AM HUNGRY HELP ME!!” Two of her dogs sit beside her. The caption posted with the image had nothing to do with hunger.
The costume image appeared inside an Instagram carousel built to sell candles. According to TMZ, Stewart’s caption read “My QVC candles are perfect for Halloween!!!” She markets the candles through QVC, where she sells an exclusive home collection. Among the seasonal product shots, the photo of Stewart holding the sign stood out immediately, and the post came down quickly. By then, plenty of people had already saved copies of it.
Screenshots kept circulating after the deletion. Outlets including Page Six and TMZ republished the image, and users reposted it across social platforms, where many accused Stewart of mocking people who live without housing. The criticism arrived in volume, and much of it centered on the gap between Stewart’s wealth and the character she played. Some of the sharpest words came from people who said they knew the subject firsthand.
Critics Seized on Stewart’s Estimated $400 Million Fortune, and Some Spoke From Experience
One post on X, from user @buffys, summed up the mood: “Super rich people making fun of poor people will never be a gag.” Commenters focused on the image of a wealthy celebrity borrowing the look of hardship for a holiday promotion. In their view, the costume turned a real struggle into a prop for selling candles. Another user brought up a number that sharpened the argument considerably.
X user @GeriPerna cited Stewart’s estimated $400 million net worth and said the costume made them wonder how wealthy elites view everyone else. Reports on her wealth, including coverage citing The Guardian, put her fortune near that mark, though estimates vary. The figure became shorthand for the distance between Stewart and the people her costume seemed to portray. A different kind of response carried even more weight with readers.
One X user wrote that they experienced homelessness for years and found nothing funny about the costume. The same post accused Stewart of joining a long line of wealthy figures who make light of unhoused people. That personal account gave the backlash a voice that the debate over intent could not easily answer. With the criticism piling up on every platform, the question became how Stewart would respond.
Stewart’s First Statement Defended Her Intentions Without Apologizing, and Critics Noticed
Stewart broke her silence on Sunday, Nov. 1, in a statement shared with outlets including Page Six and People. She said the costume was “intended to bring more awareness to the very serious subject of homelessness.” Stewart added that she felt distressed that people had been offended and said hurting anyone was never her goal. The explanation framed the outfit as advocacy, and the rest of the statement leaned heavily on her track record.
She pointed to her résumé. Stewart said she has spent decades showing people how to enjoy Halloween through recipes, craft projects and entertaining tips, and that homelessness is a crisis she cares about deeply. She also said she has devoted significant time and effort to supporting charities that address the problem and promised to keep making a difference. Several outlets quickly pointed out something the statement did not include.
Page Six framed its coverage around the fact that Stewart addressed the backlash but stopped short of apologizing, and other outlets echoed the observation. The costume had drawn accusations of mocking people in poverty, and an explanation of intent did not speak to that charge directly. Stewart’s next move came within hours. A new message appeared on her Instagram feed, signed simply “Martha,” and its opening line was a confession.
Stewart’s Second Message Called the Costume ‘Insensitive and Not Funny’ and Said Her First Response Fell Short
The Instagram statement opened with an admission: “It’s hard to admit when you’ve really screwed up,” Stewart wrote. She said her earlier response had not gone far enough, acknowledged that many people are struggling economically, and called the costume “insensitive and not funny.” Then she supplied what the first statement lacked, writing that she is very sorry. The post went up Sunday, Nov. 1, the same day as her initial response.
Reaction to the apology was mixed, according to ABC News. One commenter argued that more people seemed angry about the costume than motivated to help those without homes. Another defended Stewart, saying similar costumes were routine at Halloween in the 1970s and urging critics to move on. The entire episode unfolded in roughly two days, from the Oct. 31 photo to two statements on Nov. 1, with coverage continuing into the week.
HUD’s most recent count, taken in January 2025, found 745,652 people homeless on a single night, a decline of about 3% from the year before. Of those, 266,320 were living without shelter. The CDC warns that people who live outdoors face a higher risk of hypothermia as temperatures fall, and the holidays are approaching. Stewart’s two statements agree on one point: homelessness is a serious problem. The federal numbers show its size.