Gap has launched its "Better in Denim" fall campaign, featuring the global girl group KATSEYE. This initiative champions inclusivity and taps into the resurgence of Y2K fashion, standing in contrast to American Eagle's recent "Sydney Sweeney Has Great Jeans" advertisement, which faced significant backlash.
The "Better in Denim" campaign, directed by Bethany Vargas and shot by Bjorn Iooss, revives Gap's heritage of connecting music and movement. It features a fresh remix of Kelis's iconic 2003 hit "Milkshake." KATSEYE, a six-member group comprising individuals from diverse international backgrounds, is at the center of the campaign. The campaign highlights low-rise jeans as a symbol of self-expression and aims to foster a sense of belonging.
KATSEYE members shared their positive experience, stating, "Gap didn't ask us to fit in—they invited us to show up as we are." They added, "The denim moved with us, and every look felt like our own. We got to perform as ourselves, bringing our style and culture to every frame." Gap's President and CEO, Mark Breitbard, called the partnership a "natural fit" due to their shared "bold, expressive, and inclusive point of view."
This campaign aligns with the broader cultural moment, as Y2K fashion, particularly low-rise denim, is experiencing a significant revival. Gap's embrace of this trend, coupled with the global appeal of groups like KATSEYE, resonates strongly with contemporary audiences. The emphasis on individuality and community, visually represented by a circular formation in the campaign, underscores a message of unity and acceptance.
In contrast, American Eagle's "Sydney Sweeney Has Great Jeans" campaign, released on July 23, 2025, sparked considerable controversy. The campaign's wordplay on "genes" and "jeans," combined with imagery, led to accusations of promoting eugenics and racial insensitivity. Despite generating significant online attention, the campaign did not translate into increased store foot traffic or market share gains for American Eagle, highlighting a disconnect between viral controversy and genuine consumer connection, especially when inclusivity is perceived to be lacking.
Gap's "Better in Denim" campaign, by focusing on authentic self-expression and diverse representation, offers a compelling example of how brands can connect with consumers in a meaningful way. It demonstrates that celebrating individuality and embracing cultural relevance can lead to a more positive and impactful marketing outcome, setting a benchmark for inclusivity in the fashion industry.