The denim wars are heating up as Gap launches a bold response to American Eagle’s controversial campaign featuring Sydney Sweeney.
Gap’s fall 2025 “Better in Denim” campaign stars the global girl group KATSEYE, emphasizing inclusivity and self-expression.
KATSEYE’s members, hailing from diverse cultures, shared, “Gap didn’t ask us to fit in—they invited us to show up as we are.”
The campaign’s 90-second commercial features Daniela Avanzini, Lara Raj, Manon Bannerman, Megan Skiendiel, Sophia Laforteza, and Yoonchae Jeung.
KATSEYE, formed in 2023 via the Dream Academy competition, danced to the 2003 hit “Milkshake” in Gap’s vibrant ad.
“We come from different parts of the world, with unique cultures, languages, and stories,” the group said in a statement.
The campaign celebrates individuality, with KATSEYE noting, “The denim moved with us, and every look felt like our own.”
Gap’s CEO, Mark Breitbard, said, “Partnering with KATSEYE was a natural fit; we share a bold, expressive, and inclusive point of view.”
The campaign aims to bridge generations, spotlighting global talent through music, dance, and denim, according to Gap.
“‘Better in Denim’ is the best expression of who the brand is today—fresh, relevant, original, and undeniably Gap,” Breitbard added.
The launch follows American Eagle’s polarizing fall campaign featuring Sydney Sweeney, which stirred online backlash.
American Eagle’s ads, tagged “Sydney Sweeney Has Great Jeans,” sparked accusations of promoting whiteness and “ethnic cleansing.”
In one ad, Sweeney says, “Genes are passed down from parents to offspring, often determining traits like hair color… my genes are blue.”
Another clip features her saying, “My body’s composition is determined by my genes,” prompting criticism for its “genes” and “jeans” wordplay.
Critics argued the campaign glorified whiteness and thinness, traits often tied to notions of superior genetics in some cultures.
American Eagle defended the ads on August 1, stating, “‘Sydney Sweeney has great jeans’ is and always was about the jeans.”
“Her jeans. Her story,” the brand continued. “We’ll celebrate how everyone wears their AE jeans with confidence.”
Sweeney expressed excitement for the campaign, telling People, “I was freaking out… This is Syd. I will be able to bring this to life.”
Gap’s campaign, in contrast, has been hailed as inclusive, with netizens dubbing it the “antithesis” of American Eagle’s approach.
Social media buzzed with comments like, “This will be known as the denim wars of 2025!” in response to Gap’s ad.
One user quipped, “Just as long as nobody is blonde,” hinting at the controversy surrounding Sweeney’s blonde image.
Another wrote, “Gap saw American Eagle’s campaign and was like, ‘That’s all you got?’ and brought out KATSEYE.”
The online reaction highlights a clash between Gap’s celebration of diversity and American Eagle’s criticized messaging.
Gap’s partnership with KATSEYE emphasizes cultural authenticity, with the group’s global roots shining through in the campaign.
The denim wars reflect broader conversations about representation and inclusivity in fashion advertising in 2025.
While American Eagle faced accusations of insensitivity, Gap’s campaign has been praised for its fresh, inclusive narrative.
As the denim wars unfold, Gap’s bold move with KATSEYE sets a new tone for authenticity in fashion marketing.