“Denim as you define it” is a slogan you may have encountered while scrolling through social media. In a recent ad campaign titled “Better in Denim.” the multinational clothing retailer GAP and global girl-group KATSEYE took the consumer world by storm. Lately, every major brand has pivoted to a similar form of trendy marketing, sporting eye-catching visuals and quick messages to get the point across. So, what makes the “Better in Denim.” ad stand out?
There is no denying that the KATSEYE and GAP collaboration has garnered tremendous support, especially compared to the more controversial jean advertisement released in July by popular clothing brand American Eagle, or AE, featuring actress Sydney Sweeney. In the course of a couple weeks, GAP’s “Better in Denim.” earned over 143 million views and 6 million likes on TikTok, whereas AE’s advertisement has since been taken down due to the backlash stemming from its eccentric message relating genetics to jeans.
In the recent political climate, there has been a stark rise in conservative marketing, which can be perceived as suppressing diversity and asserting traditional hierarchies. What certain companies don’t realize is that younger generations strive for authenticity and representation in the media they consume.
For instance, another recent ad campaign by Dunkin’ Donuts starring actor Gavin Casalegno, who has faced backlash for liking conservative posts, has been accused of promoting Eurocentric beauty standards, with Casalegno hailing himself as the “king of summer” due to his appearance.
“This tan? Genetics. I can’t help it. Every time I drink a Dunkin’ Golden Hour Refresher, it’s like the sun just finds me,” Casalegno says in the ad. “So if sipping these refreshers makes me the king of summer? Guilty as charged.”
While the timing of these advertisements could be an unfortunate coincidence, the mention of genetics in both campaigns encourages the notion that individuality is special when applied to convention or people of status.
“Sydney Sweeney has great jeans” was the campaign slogan used by AE, featuring clips of traditionally attractive Sweeney wearing jeans. It played on the words “genes” and “jeans,” invoking eugenic connotations as a result.
It’s clear that KATSEYE won what is now being called the “great jeans war” between GAP and AE. However, the underlying question of consumer reception still stands. In many ways, the two ad campaigns overtly portray the distinctive social ideologies that have polarized the world’s politics for centuries.
GAP did the stark opposite of both AE and Dunkin’. By incorporating a global girl-group as the stars of the campaign, the GAP ad embodies diversity and youth. Beyond the combination of cultures and styles, GAP delivers the representation and individuality Gen Z craves in the hyper-competitive market. Clothing brands are no longer just selling clothes — they are selling identities.
GAP’s new campaign highlights a shift toward inclusivity by leaning into themes of generational connection, variety and accessibility. The opportunity to participate in the movement against conservative marketing through trendy dances, musical representation and the collective desire for social media engagement allows GAP to foster a sense of belonging among its consumers.
This is opposed to AE’s commercial, where the focus is on the aesthetics of Sweeney’s appearance and the appeal of the jeans on her body. AE did little to communicate the practicality of its clothing, while GAP boasts the mobility and freedom of its denim products — reframing the idea that denim is uncomfortable or restricting due to the coarseness of the material.
By emphasizing flexibility, GAP is not merely advertising denim; it is rebranding limitations to wardrobe staples that are adaptable to lifestyles and bodies. GAP pushes the notion that anyone can be a star in its clothing regardless of who they are. Sweeney’s advertisement, however, sparks debate about whether the true focus of the campaign is authenticity or the model.
By combining threads of generational connection and inclusion with the appeal of modern-day influencers, brands become more than a retailer. Like GAP, they mediate culture, finding the intersection between individuality and collectivism.
