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Gap Just Fired Back at American Eagle — Inside the “Great Jeans War” of 2025
The denim drama we didn’t know we needed just went full-on Game of Thrones. Gap has officially entered the chat with its “Better in Denim” campaign, and the internet is calling it the ultimate clap-back to Sydney Sweeney’s controversial American Eagle ad.
In the new Gap spot, girl group KATSEYE strut, spin, and body-roll through a lineup of low-rise jeans, pleated skirts, and baggy cuts — all to Kelis’ “Milkshake.” The vibe? Peak 90s Gap nostalgia, back when everyone wanted to be in one of their clean white tee and jeans commercials.
And, of course, TikTok had opinions:
“I like these jeans better,” one commenter quipped (a not-so-subtle pun aimed at American Eagle).
“American Eagle and Sydney Sweeney need to take notes,” another wrote.
One even joked, “Can’t wait to tell my children about the Great Denim Wars of 2025.”
Gap’s Insta caption doubled down:
“This is denim as you define it. Your individuality. Your self-expression. Your style. Powerful on your own. Even better together.”
KATSEYE also chimed in:
“Gap didn’t ask us to fit in — they invited us to show up as we are.”
But not everyone’s buying the hype. Critics say Gap’s “new” strategy is just the same old “attractive people dancing in denim” playbook. Rosie Hilder, Creative Bloq’s Deputy Editor, put it bluntly:
“Attractive people dancing around in denim is not exactly a revolutionary way to sell jeans.”
Meanwhile, other brands are hopping on the nostalgia train. Lucky Brand launched its own 2000s-inspired ad with Addison Rae in slow motion, clearly chasing the same vibe.
As for American Eagle? Sydney Sweeney’s ad initially boosted the brand’s stock price, but Forbes reports that foot traffic is down year-on-year. And while some people accused the AE campaign of flirting with far-right undertones (over a genetics-themed pun), others — including former President Donald Trump — dismissed it as overthinking.
Bottom line? The jeans war of 2025 is officially underway. Grab your popcorn — and your favorite pair of baggy low-rise — because this fight isn’t over yet.
