By: Anastasia Gigauri
Fashion ads don’t sell jeans, they sell vibes. In 2025, two denim giants showed just how different that vibe can be. By comparing American Eagle and GAP’s 2025 campaigns, we see how fashion ads either spotlight one idealized person or celebrate the whole group, sending different messages about who gets to wear the jeans.
On July 23, American Eagle launched a new campaign with famous American actor Sydney Sweeney to advertise their denim brand, with the tagline being “Sydney Sweeney Has Great Jeans”. The ad was heavily focused on Sydney Sweeney herself, with close-up shots highlighting her body more than the jeans.
Critics of the ad called out the campaign that featured Sweeney discussing her “jeans”. “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue”. The word “jeans” is homophonic to “genes,” confusing first-time watchers. People thought that the ad was actually about Sweeney’s genetics, her blonde hair, pale skin, and blue eyes, which made the ad racially problematic.
This ad also sparked a conversation about how society sexualizes young actresses and women with comparisons of Sweeney’s American Eagle ad to actress Brook Shields’s hypersexualized 1980s Calvin Klein ad that she shot when she was only 15 years old.
Shortly after the drop of Sweeny’s ad, pop clothing brand GAP had a video that would go on to break the internet.
On Aug. 19, the multicultural girl group performed an amazing choreography to Kelis’s “Milkshake”, mixing a Y2K fashion style with K-pop energy. If “Milkshake” is playing in your head 24/7, we all know that it’s because of the KATSEYE x GAP ad. KATSEYE’s “Better in Denim” campaign with GAP became a cultural phenomenon; the campaign reached 400 million views and 8 billion impressions within days. According to the brand itself it may be “one of the most iconic brand campaigns that we’ve ever done”.The most important part of this commercial was featuring the Asian, Black, Indian, and Latina members, which emphasized cultural diversity, and clearly showed that the jeans are made for everyone! GAP is known for having people of different races, body types, genders, and ages in its campaigns. For GAP, it is important to sell a feeling, not just clothing. In 2024, Troye Sivan and Tyla also collaborated with GAP, showcasing not only diversity at its forefront but also creating ads with memorable choreography.
The main goal of the KATSEYE x GAP campaign was to allow viewers from different backgrounds to relate and feel included.
Lara Raj, a member of Katseye and an Indian-American, was featured in a jean ad with her face shown in stores, with many people expressing how proud they felt to see her representation. The ad gained massive attention on social media, with the now-iconic “Milkshake dance” becoming a global trend. People all over the world are learning the dance to take fun and creative videos.
American Eagle’s campaign focused entirely on one person. Sweeney is often seen as a “sex symbol,” and is heavily favored by men, even though the ad was marketed for women. “Sydney Sweeney has great jeans”, has viewers observing that the ad isn’t just talking about the jeans but more about her overall appearance obtained through actual genes. The confusion caused a shift in what viewers should actually be focusing on: jeans or her looks. GAP’s ad feels more relatable for most people, especially people of color, because viewers see themselves represented and feel that their identity matters. By making everyone feel included and recognized, the campaign creates a positive vibe across the cultures.
This marketing battle proved that fashion ads are never just about denim; they are about the story and meaning behind it.
American Eagle’s ad showed us how important it is to be mindful of any statement, cause you’ll never know who might be affected by it. Creating a campaign that is only focused on one individual with such a confusing message leaves people unable to relate. On the other hand, GAP’s approach with Katseye embraced cultural diversity, creating a campaign that people around the world wanted to be part of.
The denim war showed us that cultural representation will win over stereotypes and confusion. Fashion is freedom; it’s not about copying one idealized image, it’s about letting people show who they are. Freedom in fashion doesn’t come from one star; it comes from everyone shining together.