You’ve seen the ads; we all have. The Kendall and Kris “Cute jeans” debacle is back; only this
time, it’s playing out between two of the most iconic denim brands on the market: Gap and
American Eagle. Both brands are making major strides in advertising, sparking a divide in the
“Battle of the Best Fit.”
Here, we’ll unbutton just how each brand put their denim to the test.
American Eagle & The “Good Jeans” Approach:
American Eagle knew exactly how to get conversations flying with their “Sydney Sweeney Has
Great Jeans” campaign. Everything was calculated. From a clever play on the word “jeans” to
the minimalist visuals that made sure to highlight Sydney first and the jeans second. The tagline
“Sydney Sweeney Has Great Jeans” repeats throughout, almost embedding itself into our
minds. Just her name alone was enough to make the ad go viral instantly.
Things turned blue when the rapid traction caused controversy, leading some consumers to feel
like they had to “pick a side” on whether the ad carried an underlying message. AE eventually
cleared up the brand’s messaging, but it took days, leaving plenty of room to let rumors fly. The
ad has since been removed from AE socials.
Despite controversy, the ad was insanely successful. In just one day, the advertisement brought
in over 400 million dollars, causing AE stock to rise 18%, according to TheRichest.
This campaign proves how pairing a high-profile public figure with strategic, underlying
messaging can spark conversation and drive real business results, real fast.
Gap: “Better in Denim”
Okay, is it just me, or is Milkshake by Kelis also stuck in your head? Oh, and don’t think I haven’t
practiced the iconic dance to go along with it. You know… just in case they ever need backup…
Gap’s “Better In Denim” campaign came out just weeks after the viral American Eagle ad.
Designed to target a Gen-Z audience, the campaign hit the mark by dressing girl group Katseye
in Y2K fashion like low-rise denim and crop tops. The messaging was loud and clear, even
though no actual words were said. Gap Better In Denim emphasized boldness, unity and style.
Like AE, the campaign also utilized a neutral background, allowing the denim to shine through
with synchronized choreography.
This choreo was so good that TikTok deemed Gap the “winner of the denim wars.” In fact,
people loved the dance so much that Better In Denim is the #1 search on TikTok, according to
DailyDot. Groups such as sports teams and sororities nationwide are recreating this viral dance,
highlighting just how massive this denim-dance craze has become.
“People aren’t just watching.” Gap CEO Richard Dickson says. “They’re actively joining and
suggesting that this is actually a cultural takeover.”
Totaling over 400 million views, Dickson said the ad got more views in the first three days than
in the full length of their past four releases combined, causing Q2 sales to be up 4% from the
previous year.
So, who actually wins in the “Great Denim Divide?”
At the end of the day, it comes down to personal preference. Both campaigns proved they are a
force to be reckoned with in the advertising world. That’s undeniable.
Now, it’s up to you: do you prefer a crafted celebrity endorsement like American Eagle, or do
you lean more towards daring and dynamic like Gap? Either way, we have to remember that it really is just denim.
It’s your closet, your call. The best fit is the one you choose for yourself.