Gap answers American Eagle's Sydney Sweeney ad with Katseye's diversity

K-pop group Katseye members team up with  Gap emphasizing diversity.

Rival jean-makers have been sucked into the culture wars dividing America with contrasting messages in their advertising. 

Gap's new ad is in response to American Eagle's Sydney Sweeney campaign is titled "Better in Denim" and features the global girl group Katseye dancing to Kelis's "Milkshake". 

The ad was released on August 19, 2025, and is praised for its diversity, individuality, and a positive message of self-expression. Its inclusive approach and inclusion of the iconic song are seen by many as a direct, yet subtle, contrast to the American Eagle campaign, which faced criticism for its perceived lack of diversity.

Critics accused the ad of evoking eugenics, a discredited theory that the human race can be improved by breeding out less desirable traits.

American Eagle's ad slogan, "It's in the jeans," is a play on words of a common quote: It's in the genes." Featuring actress Sydney Sweeney, who is white, plays into white nationalists message of the alleged superiority of those of European descent.

Although it takes months to launch an advertising campaign, the Gap ad campaign was interpreted as a direct response to Sweeney's "all-American" (Read: "white") look. Katseye's Sophia, who is the sextet’s leader, is Filipino; Lara is Asian Indian; Manon is Swiss/Italian/Ghanaian; Daniela is Venezuelan Cuban; Yoonchae is Korean and Megan is Chinese/Singaporean American.

“Gap didn’t ask us to fit in — they invited us to show up as we are,” said Katseye.
“The denim moved with us, and every look felt like our own. We got to perform as ourselves, bringing our style and culture to every frame. That’s what makes this moment so powerful.”

Gap unveiled “Better in Denim,” its Fall 2025 campaign starring thel girl group Katseye. Set to the iconic early-2000s anthem “Milkshake” by Kelis, the campaign reintroduces low rise denim into the cultural conversation through a genre-blending dance choreographed by Robbie Blu,. directed by Bethany Vargas and shot by Bjorn Iooss.According to a Gap press release, the campaign captures the spirit of individuality — championing denim as a canvas for self-expression, unity, and style that transcends generations.

Even though Katseye conjures up comparisons to K-pop girl groups, the sextet is based in Los Angeles.With over 22 million followers, a growing global fandom, and Billboard-charting singles, Katseye is one of the most buzzed-about new acts in music. 

The six-member group blends individuality, cultural diversity, and pop innovation—styled head-to-toe in denim, including a reimagined Long & Lean jean designed to reflect their personal identities. Their multicultural point of view, combined with bold self-expression, has earned them a powerful voice within global youth culture. That same energy and authenticity bring new meaning to Gap’s roots in music, movement, and style.

“Gap continues to build on its legacy of bridging generations by spotlighting global talent and celebrating self-expression through music, dance, and denim” said Mark Breitbard, President and CEO, Gap brand. “Partnering with Katseye was a natural fit, we share a bold, expressive and inclusive point of view. ‘Better in Denim’ is the best expression of who the brand is today — fresh, relevant, original, and undeniably Gap.”

        FYI: View Katseye in denim looks

Though American Eagle tried to emphasize the word "jeans" with "genes," to cloths maker argument is weak when in the ad, Sweeney, says: "Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour. My jeans are blue."

American Eagle tried to defend itheir campaign as an ad about jeans which debutd in late July. But the underlying message, intentional or not, sparked a debate over race and beauty standards raising societal memories of Adolf Hitler's ideal of Aryan perfection: blond, blue eyes and white skin.

The comparison of the two ad campaigns grew more heated when Donald Trump weighed in his preference: "Sydney Sweeney, a registered Republican, has the HOTTEST ad out there," he posted on  Truth Social. "Go get 'em Sydney!"

Even before Trump added his 2-cents, and before the debut of the Gap ad, the AE ad had been the focus of conservative media with some suggesting the ad had been not only a great promotion for American Eagle - but also for the political party.

With over 22 million followers, a growing global fandom, and Billboard-charting singles, Katseye is one of the most buzzed-about new acts in music. The six-member group blends individuality, cultural diversity, and pop innovation—styled head-to-toe in denim, including a reimagined Long & Lean jean designed to reflect their personal identities, states a Gap press release.

"Their multicultural point of view, combined with bold self-expression, has earned them a powerful voice within global youth culture. That same energy and authenticity bring new meaning to Gap’s roots in music, movement, and style," says The Gap.

“Partnering with Katseye was a natural fit, we share a bold, expressive and inclusive point of view," said The Gap's Breitbard. "‘Better in Denim’ is the best expression of who the brand is today — fresh, relevant, original, and undeniably Gap.”

The six-member Katseye debuted in June of this year, with their track "Debut." The tongue-in-cheek pop song is part of their first EP SIS which stands for “Soft Is Strong”. Touch, the track that has gone viral on Tiktok, can also be found on SIS, along with three other songs that give us an opening peek into what Katseye has to offer.

In addition, the women of Katseye are the stars of the new Netflix documentary Pop Star Academy: Katseye, which has gotten global attention on the group.

Here's American Experience's controversial ad:

Now, watch the Gap's ad with Katseye:

American Eagle got more than expected with the Sweeney ad. The jean maker's stock got a significant boost after Trump's endorsement.

The Gap ad went viral giving that clothing manufacturer a big boost and the attention of a younger demographic.

Perhaps the biggest winner of the jean controversy is Katseye. Though Katseye is  just getting started, it’s safe to say that they’re on to bigger, better things in their future.

The denim war is just another front for the ongoing cultural debate around representation, beauty standards, and the intersection of advertising and politics.

EDITOR'S NOTE: For additional commentary, news, views and chismis from an AANHPI perspective, follow me on Threads, on X, BlueSky or at the blog Views From the Edge.