Battle of the Jeans: Gap vs. American Eagle
SEPTEMBER 14, 2025, 8:57 P.M.
Released August 19, KATSEYE’s jean campaign with Gap has quickly become a cultural phenomenon, garnering widespread praise. The ad comes in stark contrast to the infamous “Sydney Sweeney Has Great Jeans” American Eagle ad, which launched two weeks before and received critical reactions.
The difference lies less in the denim itself but more in the marketing strategy. As Gen Z continues to reject outdated celebrity-driven promotions, American Eagle’s approach quickly drew backlash.
The controversy stemmed from Sweeney’s ad script, which played on the words “jeans” and “genes.” As the camera panned up her body, she declared, "Sydney Sweeney has great jeans... My jeans are blue.” Coming from a pale, blue-eyed white woman, the blatant racial undertones were immediately recognized.
Just 18 days later, Gap strategically partnered with KATSEYE, a multicultural girl group composed of singers of different backgrounds, to counteract American Eagle’s implied hierarchy of whiteness. The campaign featured the girl group dancing to Kelis’s “Milkshake” in GAP denim, promoting both the product and diversity; the ad was a representation that a white woman’s “jeans”—or genes—are not superior to the genes of women of color.
KATSEYE’s representation itself stood as a powerful combat and resonated far more deeply with Gen Z audiences. The reaction from the two ads marks a broad shift in modern advertising: campaigns that lead a more authentic and diverse path appear to be more successful because cultural relevance has become increasingly important in American culture. Gap’s decision to partner with KATSEYE reflects an understanding of this, proving that connection and cultural relevance matter far more than traditional celebrity endorsement.
