Gap vs. American Eagle: The Denim Showdown
Hi AMAzing readers, over the past few weeks, denim ads have dominated the online conversation – and not all for the same reasons. American Eagle’s Sydney Sweeney campaign went viral, but not just for its sleek visuals or star celebrity. Instead, it stirred controversy with its wordplay around “great jeans/genes”, creating heated debates across social media. In contrast, Gap’s campaign featuring the global girl group KATSEYE has been celebrated as a refreshing comeback, filled with energy, inclusivity, and nostalgia that resonated with audiences. The two ads display very different strategies, one leaning on a sexualized tone and celebrity appeal, and the other on diversity and cultural connection. The public’s response makes it clear why Gap’s approach has been seen as the stronger move.
The “Better in Denim” is an energetic routine featuring KATSEYE, six members from diverse ethnic and cultural backgrounds, dancing to a re-recorded version of Kelis’s “Milkshake.” The choreography references the iconic vocal and dance-centered Gap campaigns of the late 90s and early 2000s, bringing in a nostalgic yet fresh ad. Meanwhile, the “Sydney Sweeney has great jeans” campaign centers on a pun that plays on the word “genes.” Visually minimalist, it features Sweeney in close-up shots, promoting the denim line with a twist on genetic superiority.
Gap’s ad emphasizes representation, featuring members from the U.S., the Philippines, South Korea, Switzerland, and more. It leans into self-expression, fashion diversity, and unity, “denim as you define it” across cultures. However, American Eagle’s controversial wordplay pun led to broader discussions. Critics accused it of reflecting eugenic and white supremacist rhetoric, while others defended it as satirical commentary breaking away from the idea that “genetics” define worth, instead of shifting focus to wardrobe choices.
Gap’s KATSEYE ad soared across social platforms, sparking a TikTok trend that generated massive engagement and reestablished the brand’s relevance among younger audiences. In contrast, American Eagle’s campaign, though polarizing, proved to be an effective commercial. The ad led to a surge in sales, attracting more than 700,000 new customers, and punishing its stock value up by 33% to nearly 40% depending on the outlet (Reuters, New York Post, Page Six, The Times). Sydney Sweeney, the face of the campaign, publicly distanced herself from the controversy and shifted her focus to promoting her film at TIFF (The Cut, People).
For Gap, the KATSEYE campaign reflects a broader revival strategy under CEO Richard Dickson, who has leaned into influencer-driven campaigns, viral content, and refreshed denim marketing to reconnect with both Gen Z and longtime customers (Financial Times). Meanwhile, American Eagle’s approach demonstrates a high-risk, high-reward strategy, sparking controversy but ultimately driving awareness, boosting stock performance, and significantly increasing sales.
