From Genes To Jeans: Why GAP Beat AE?
Times of Bennett | Updated: Sep 05, 2025 17:44
Correspondent: Kanishka Shukla
If you’ve found yourself secretly practicing the viralKatseye dance to Milkshake by Kelis in your room, then you already know who’s winning the denim ad wars—and whose jeans are really better.
Just weeks afterAmerican Eagle dropped its “Sydney Sweeney Has Great Jeans” campaign, GAP clapped back with “Better in Denim,” featuring Katseye, the world’s first global girl group. The results? Loud and clear. GAP’s ad racked up more social traction in a single week than American Eagle managed in four. According to Exchange4media, It even became GAP’s most-viewed ad of all time, with an estimated media value of $1.4 million.
So, what did American Eagle miss that GAP nailed?
American Eagle’s campaign initially created buzz and even temporarily lifted the brand’s stock. But the excitement quickly turned sour. Critics accused the ad of echoing eugenics—a discredited theory of genetic
superiority—by implying thatSydney Sweeney ’s physical features were somehow “ideal.” The pun between genes and jeans, the over-reliance on traditional beauty standards, and the campaign’s sexualized tone all fueled the backlash.
For many, the ad felt outdated and tone-deaf.
American Eagle in a statement said, “Her jeans. Her story,” in its defense. “We will continue to celebrate how everyone wears their AE jeans with confidence, their way.”
Meanwhile, GAP went in a completely different direction. By teaming up with Katseye, a group whose name is inspired by the cat’s-eye gemstone, symbolizing diverse perspectives. The campaign leaned into inclusivity and viral
culture. Katseye’s message was simple: GAP didn’t ask them to fit in. Instead, the brand invited them to show up exactly as they were. This was widely read as a subtle jab at American Eagle’s narrow casting.
The creative choices made all the difference. With Milkshake (a millennial anthem now embraced byGen Z thanks to the Y2K revival) blasting in the background, Katseye turned the campaign into a high-energy celebration of
individuality, movement, and self-expression. It wasn’t just an ad, it was a cultural moment.
On its website, GAP doubled down on this message, highlighting inclusivity, cultural diversity, and individuality, values mirrored by the members of Katseye. Even the soundtrack was strategic: those iconic lyrics, “damn right, it’s better than yours,” doubled as a cheeky declaration that GAP denim had won the competition.
The Market Speaks.
And the verdict? The consumers have spoken—not just online, but in real life. In malls where American Eagle and GAP stores sit across from each other, shoppers are gravitating toward GAP, pausing to watch the looping ad on big
screens, posting reels, and often walking out with fresh denim bags in hand.
Looks like GAP didn’t just win the ad war, they made it a dance party everyone wanted to join.
The writer is a second-year BA Mass Communication student, passionate about storytelling, media trends, and
pop culture analysis. She loves exploring the intersection of fashion, culture, and communication through writing. An avid reader and lifelong learner, she spends her free time discovering new books, binge-watching movies and series , experimenting with creative projects, and hunting for the next viral internet moment.
If you’ve found yourself secretly practicing the viral
Just weeks after
So, what did American Eagle miss that GAP nailed?
American Eagle’s campaign initially created buzz and even temporarily lifted the brand’s stock. But the excitement quickly turned sour. Critics accused the ad of echoing eugenics—a discredited theory of genetic
superiority—by implying that
For many, the ad felt outdated and tone-deaf.
American Eagle in a statement said, “Her jeans. Her story,” in its defense. “We will continue to celebrate how everyone wears their AE jeans with confidence, their way.”
Meanwhile, GAP went in a completely different direction. By teaming up with Katseye, a group whose name is inspired by the cat’s-eye gemstone, symbolizing diverse perspectives. The campaign leaned into inclusivity and viral
culture. Katseye’s message was simple: GAP didn’t ask them to fit in. Instead, the brand invited them to show up exactly as they were. This was widely read as a subtle jab at American Eagle’s narrow casting.
The creative choices made all the difference. With Milkshake (a millennial anthem now embraced by
individuality, movement, and self-expression. It wasn’t just an ad, it was a cultural moment.
On its website, GAP doubled down on this message, highlighting inclusivity, cultural diversity, and individuality, values mirrored by the members of Katseye. Even the soundtrack was strategic: those iconic lyrics, “damn right, it’s better than yours,” doubled as a cheeky declaration that GAP denim had won the competition.
The Market Speaks.
And the verdict? The consumers have spoken—not just online, but in real life. In malls where American Eagle and GAP stores sit across from each other, shoppers are gravitating toward GAP, pausing to watch the looping ad on big
screens, posting reels, and often walking out with fresh denim bags in hand.
Looks like GAP didn’t just win the ad war, they made it a dance party everyone wanted to join.
The writer is a second-year BA Mass Communication student, passionate about storytelling, media trends, and
pop culture analysis. She loves exploring the intersection of fashion, culture, and communication through writing. An avid reader and lifelong learner, she spends her free time discovering new books, binge-watching movies and series , experimenting with creative projects, and hunting for the next viral internet moment.
