Everyone is talking about who has the best jeans—ad.
Gap and American Eagle each dropped new jean campaigns this summer that are going viral—each for vastly different reasons.
American Eagle started the jean war in July with its “Sydney Sweeney Has Great Jeans” ad campaign. The campaign featured Sydney Sweeney seductively showing off the new baby blues while whispering a playful pun on words: “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue.”
However, it sparked a lot of controversy online. As many criticize that this is a nod to eugenics, a discredited scientific theory popular among white supremacists that the human race could be improved by breeding out less desirable traits. Beyond the controversial tagline, the ad was also accused of over-sexualization with long camera shots of Sweeney’s chest and body figure, not really focused on the jeans. This made many viewers question the ad’s intent and effectiveness, especially since the campaign is released in partnership with the organization It’s On Us to raise awareness about domestic violence.
On Aug. 19, Gap joined the battle with their own jean campaign, “Better in Denim” starring the hit girl group Katseye. It featured the girls dressed in a series of Y2K-inspired denim looks for one of their iconic dance commercials, which date back to the ’90s, and further tapping into millennial nostalgia with a soundtrack of “Milkshake” by Kelis.
The Gap jean ad gained major praise and support from the public as the campaign celebrates the diversity of the women in a fun youthful fashion with signature sharp choreo and the iconic song “Milkshake.” It’s already making history as the brand’s most viral ad ever.
“Gap didn’t ask us to fit in—they invited us to show up as we are,” the girl group said in a joint press statement for Glamour. “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. That’s what makes this moment so powerful.”
The denim ad competition isn’t limited to just Gap and American Eagle. Other brands are also in the mix, with Lucky Brand collaborating with influencer Addison Rae and Levi’s continuing its ongoing campaign with Beyoncé. Both Old Navy and Abercrombie & Fitch also have new campaigns on the horizon, ensuring the denim wars will likely continue well into the fall.
While American Eagle may have started this summer’s denim wars, if Instagram engagement is any indication, Gap appears to be winning it.
Gap’s message was subtle but clear, as the song in the ad says: “D*mn right, it’s better than yours.”
