Martha Stewart has apologised for dressing as a homeless person for Halloween, acknowledging that the costume was insensitive after initially defending it as an attempt to raise awareness.

The 85-year-old lifestyle entrepreneur, whose wealth is estimated at US$400m, posted photographs on Instagram on 31 October showing her with a dirty face, ripped jeans and a beanie, holding a sign asking for food and help. The post also promoted her candle range through its caption and two photographs.

The combination drew criticism from commenters who questioned why poverty and homelessness were being treated as a costume while people were struggling financially. One challenged the use of the suffering of people living on the streets as entertainment. Others questioned the judgement of those who had approved the idea, including her public relations team, and suggested their incomes might explain their apparent distance from financial hardship.

Stewart’s first statement, issued on Sunday, expressed distress that the costume had offended people but did not offer an apology. She said she had intended to draw attention to homelessness, described it as one of America’s greatest continuing challenges and said she had devoted significant time and effort to supporting charities tackling it.

She also referred to her decades of sharing Halloween recipes, crafts and entertaining advice, and said she remained committed to making a difference.

Hours later, Stewart published a second statement on Instagram accepting that her earlier response had been inadequate. She acknowledged widespread economic hardship, said the costume was insensitive rather than funny and apologised.

The distinction between the two responses was significant: the first stressed her intentions and charitable work; the second accepted that the costume itself had been wrong.

Official figures put the number of homeless people in the United States at at least 770,000. Hundreds of new bills criminalising sleeping outdoors or lingering in public spaces have passed since the Supreme Court ruled in 2024 that such laws were constitutional.