In what fans dubbed “the denim wars of 2025,” Gap appeared to take aim at American Eagle’s Sydney Sweeney ad with its own campaign, “Better in Denim.” Partnering with the global girl group KATSEYE, the brand embraced diversity and self-expression through a 90-second spot featuring the members dancing to Kelis’ 2003 hit Milkshake.
The commercial, filled with diversity, stood in stark contrast to American Eagle’s controversy. “Gap didn’t ask us to fit in—they invited us to show up as we are,” KATSEYE said in a statement. The group, made up of six members from different countries, called the collaboration an opportunity to bring “our style and culture to every frame.”
While KATSEYE’s GAP jeans ad was entertaining, it received backlash as well, as some netizens pointed out that the unit, which has been marketed as an international girl group, obviously does not have a member of caucasian descent. This resulted in the GAP ad being dubbed by critics as no better than American Eagle’s campaign with Sweeney.
The commercial, filled with diversity, stood in stark contrast to American Eagle’s controversy. “Gap didn’t ask us to fit in—they invited us to show up as we are,” KATSEYE said in a statement. The group, made up of six members from different countries, called the collaboration an opportunity to bring “our style and culture to every frame.”
While KATSEYE’s GAP jeans ad was entertaining, it received backlash as well, as some netizens pointed out that the unit, which has been marketed as an international girl group, obviously does not have a member of caucasian descent. This resulted in the GAP ad being dubbed by critics as no better than American Eagle’s campaign with Sweeney.