Advertising is supposed to sell style, but in 2025, two denim campaigns ended up sparking different conversations. American Eagle’s Sydney Sweeny “Great Jeans” ad and Gap’s KATSEYE “Better in Denim” quickly became rivals, one dragged into controversy, the other hailed as a cultural takeover.
Sydney Sweeny’s “Great Jeans” Campaign
American Eagle launched its campaign with actress Sydney Sweeny, centered on the tagline: “Sydney Sweeny has Great Jeans.” The wordplay, swapping genes for jeans, was meant to be cheeky, however it didn’t necessarily come off that way. In one ad Sweeny states:
“Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue.”
Instead of praise, the campaign triggered backlash. Critics argued that tying the pun “genes” to Sweeny”s blonde, blue eyed image unintentionally echoed ideas of genetic purity. What was supposed to be playful suddenly carried darker themes than the production teams had assumed.
Others defended it as harmless humor, suggesting people were reading too much into it. Still, the debate took over social media and the campaign quickly started going viral for the wrong reasons.
KATSEYE’s “Better in Denim” response
Just weeks later, Gap released their own campaign starring global K-Pop group KATSEYE. The ad featured all six members: Daniela, Lara, Manon, Megan, Sophia, and Yoonchae. The girls danced in denim to a remixed version of the song “Milkshake” by Kelis.
Unlike American Eagle, Gap emphasized self-expression and inclusivity. The campaign’scampaigns message:
“This is denim as you define it. Your individuality. Your self-expression. Your style. Powerful on your own. Even better together.”
This campaign was celebrated as a viral sensation. Fans praised not only the choreography and styling, but also the group’s diversity and international appeal. The advertisement was named a “cultural take over” across media outlets and social media platforms, with millions of views within days.
Branding
It’s clear to say there is a huge contrast between the two campaigns.
American Eagle spotlighted one celebrity, banking on Sweeny’s fame, but opening itself to criticism over race and eugenic symbolism.
Gap highlighted a group from different countries and backgrounds, framing denim as a unifying but unique style.
Both brands succeeded in grabbing attention, but while American Eagle was gaining fame for all the wrong reasons, Gap conveyed positivity and nostalgia by reviving the energy of the famous 2000s dance ads.
Which campaign won?
If the goal was media spotlight, American Eagle certainly achieved that, though not always for the right reasons.
But if the goal was cultural recognition, Gap’s KATSEYE delivered inclusivity, energy and relevance without creating a negative atmosphere.
the clash between two jeans campaigns shows how fashion marketing is not only about clothes. It’s about identity, storytelling, and representation. A single decision like a pun on the word “genes” can misdirect an ad’s meaning in ways a brand may not anticipate. At the same time, celebrating inclusivity as Gap did, can transform a simple denim ad into a cultural event.
