Denim isn’t denim anymore – it’s drama. American Eagle’s Syndey Sweeney campaign sparked backlash for its word play, while Gap’s Katseye ad turned jeans into a viral dance craze.
Sydney Sweeney, best known for her roles in “Euphoria” and “Anyone But You,” starred in American Eagle’s jean ad in late July. The ad featured a pun linking “genes” and “jeans” with her saying, “Genes are passed down from parent to offspring…my jeans are blue.” What was intended as clever wordplay drew harsh criticism for its perceived association with eugenics, with many calling it tone-deaf in light of ongoing discussions about race and heritage. This placed Sweeney at the center of online debates regarding celebrity responsibility and cultural sensitivity.
Although the campaign faced heavy criticism, it fueled major sales. American Eagle’s jeans repeatedly sold out and had to be restocked four times. The company’s stock also rose by nearly 30%. Yet, despite the online hype, foot traffic fell by 1.3% showing that high views didn’t necessarily lead to in-store visits. However, focusing solely on numbers misses the bigger picture, with the ad becoming a social media moment, sparking heated discussions between users on beauty standards, celebrity influence, and how brands should navigate sensitive topics. Many critics also questioned how a company as established as American Eagle could greenlight an ad that overlooked the cultural weight of its message.
Just weeks later, Gap released its ad with a very different approach, featuring international girl group Katseye. The group includes members from around the world: America, Switzerland, the Philippines, and South Korea. The ad showed Katseye dancing to Kelis’ hit song “Milkshake” while wearing low-waisted jeans styled with other denim pieces. The energetic choreography and coordinated denim outfits captured a playful and nostalgic vibe and quickly went viral on TikTok, where users eagerly recreated the dance. Unlike American Eagle, Gap benefited from the virality as the choreography was so catchy that both everyday fans and major influencers joined in. The ad evolved into a participatory movement, becoming part of a larger cultural wave. Here, Gap’s strategy contrasted with American Eagle’s by leaning into inclusivity, global representation, and content that inspired audience participation.
The results spoke for themselves. Gap saw an 8.5% increase in foot traffic, and their limited-edition Katseye hoodies sold out within a week. More importantly, the campaign earned praise for celebrating diversity and offering a refreshing contrast to American Eagle’s misstep. The campaign’s impact was also visible on social media, where TikTok users humorously referenced the timing, joking about Gap releasing their Katseye ad right after American Eagle’s ad with Sydney Sweeney.
Ultimately, this summer highlighted that denim is more than style – it’s a statement. While American Eagle stumbled into controversy, Gap leveraged creativity, community, and virality to redefine what makes a successful ad today.
