By Olivia Suh
Correspondent
A month after American Eagle’s campaign with Sydney Sweeney sparked backlash, Gap has fired back.
The American Eagle commercial is simple. Sweeney begins by saying, “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My genes are blue.” It is then followed by a voiceover stating, “Sydney Sweeney has great jeans.”
While the wordplay was intended to focus on the jeans, viewers interpreted it as a reference to eugenics and white supremacy, leading to negative reactions.
The voiceover being, “Sydney Sweeney has great jeans,” has viewers observing that the ad isn’t just talking about the jeans but more about her overall physical appearance obtained through actual genes. The confusion causes a shift in what viewers should actually be focusing on: the jeans or her looks.
The ad has taken social media by storm, with many responding with mixed emotions. One Instagram user commented, “Usually do my fall shopping at AE. Walked right past it this year.” Another user said, “Love this ad. This is what an ad should be. A beautiful model. Keep it up.”
As this controversy has caused all eyes to turn on American Eagle and the denim industry, Gap responded with its own twist, promoting its jeans collection.
Gap’s “Better in Denim” campaign features KATSEYE, a global girl group featuring members from South Korea, the Philippines, Switzerland and the United States.
American Eagle dwindled on controversy as their method of marketing, while Gap veered toward a more acceptable advertisement focusing on inclusivity and joy.
The commercial is lively, with the girls dancing to the hit “Milkshake” by Kelis. The popular lyrics, “Damn right, it’s better than yours,” seem as if they're slapping back at the American Eagle ad.
An Instagram user commented, “This is what a 2025 brand should embody.” Another user comments, “Katseye has great jeans,” tying the two ads together.
While both campaigns boosted their denim sales, their contrasting approaches reveal the different marketing tactics in 2025, leaving many to ask the question: who did it better?
