NEW YORK — Martha Stewart Apologizes for Homeless Costume

Martha Stewart apologized Sunday for a Halloween costume depicting a homeless person, saying in a statement that she "really screwed up," after the photo drew swift criticism online, according to the BBC.

What Was in Martha Stewart's Halloween Photo?

The 85-year-old lifestyle entrepreneur posted an Instagram photo of herself wearing torn clothes and dirt on her face while holding a sign reading "I am hungry help me!!" the BBC reported. Stewart captioned the original post "My QVC candles are perfect for Halloween!!!" according to the outlet. She has since deleted the image.

Why Did the Costume Draw Backlash?

The post prompted immediate criticism on social media, the BBC reported. PR expert Molly McPherson wrote online that "this sartorial take on a homeless person is a lot. Insulting? Demeaning? Confusing? All of the above," according to the BBC. Other commenters quoted by the outlet asked, "Why in the hell would you even think about wearing that as a costume?" and "Why would she do that? Who did she think would find that funny? Billionaires?"

What Did Stewart Say in Her Apology?

Stewart first posted a statement Sunday saying she was "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," the BBC reported. She followed with a second, more extensive statement: "It's hard to admit when you've really screwed up. My earlier statement didn't go far enough. I know many people are suffering economically. Wearing a costume like I did was insensitive and not funny. I am very sorry," according to the outlet.

Who Is Martha Stewart?

Stewart built her reputation starting a catering business in the 1970s before rising to national prominence in the 1990s with her magazine, Martha Stewart Living, the BBC reported. Her media company, Martha Stewart Living Omnimedia, went public in 1999, briefly making her a billionaire, according to the outlet. In 2004 she was sentenced to five months in prison following convictions on charges tied to an insider-trading case, the BBC reported. She later rebuilt her brand through a reality television show, an expanded line of food products, and a television series with rapper Snoop Dogg, according to the outlet. In 2015, Stewart sold Martha Stewart Living Omnimedia for more than $350 million, the BBC reported.

Glossary

• Backlash: Widespread public criticism following a statement or action, in this case reactions to Stewart's costume on social media.
• Insider trading: Buying or selling a company's stock using material nonpublic information, the basis for the 2004 charges against Stewart described by the BBC.
• Martha Stewart Living Omnimedia: Stewart's media company, which went public in 1999 and was sold in 2015, according to the outlet.
• QVC: The home-shopping television network referenced in Stewart's deleted Instagram caption promoting her candle line.

What to Watch

• Whether Stewart posts further comment or faces additional reaction from advertisers or retail partners tied to her product lines.
• Whether QVC or other brands associated with Stewart issue any public statement following the deleted post.
• Whether homelessness advocacy groups respond publicly to the costume or Stewart's apology, beyond the individual social media reactions cited by the BBC.
• Whether the episode affects coverage of Stewart's ongoing television and product ventures, including her series with Snoop Dogg.

Stewart's apology and the deleted photo were first reported by the BBC, which has not published a follow-up statement from QVC or other business partners as of this writing.

Has This Happened With Other Halloween Costumes?

The BBC noted Stewart's apology came amid broader coverage of Halloween costume choices this year, linking to a separate roundup of celebrity looks from the holiday weekend. The outlet did not report any comparable costume controversies involving homelessness depictions among other public figures in its coverage of Stewart's post.

Has QVC Responded to the Deleted Post?

The BBC's report does not include a statement from QVC, the home-shopping network Stewart referenced in her original caption promoting her candle line. As of the BBC's publication, no response from the company or from other retail partners tied to Stewart's products had been issued, according to the outlet.

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