STITCHING UP: Can Martha Stewart bring the sexy back to sewing? Maybe, if she wore a bikini while stitching hems in her magazine, but at least she can be a "sewing mentor" to young stitchers looking to take up the hobby. On Tuesday, the craft goddess announced a deal with SVP Worldwide to endorse its line of Singer, Husqvarna Viking and Pfaff sewing machines as SVP attempts to align its products with Stewart's authority in the crafting world. The partnership, expanding Stewart's empire even further outside of publishing, also comes at a time when sewing is experiencing a comeback. According to the Home Sewing Association, there are 35 million people who sew in the country, up from 30 million in 2000.
Stewart said she has been sewing since she was seven. "I was fascinated [by sewing] because you can cut up a piece of cloth and make something beautiful." In between filming several television shows daily, overseeing her magazines and Web sites and building a craft room at her home, Stewart said she primarily sews bedroom decor, like dust ruffles, pillows, canopies and bedding. But other projects are less appealing. "I don't make quilts, I'm not crafty like that," she said. Clothing is not her forte, either. "It's less interesting to me than things for the home," she said.
That said, Blueprint, its new women's lifestyle title where a lot of the staffers already sew, will feature more clothing projects. "If you saw the girls who worked for me, the Blueprint girls, they all sew. They're all making gorgeous things." In fact, during an interview, Stewart pulled over Blueprint fashion editor Katie Hatch to model a dress she made in a day.