Gap has entered the chat.
The clothing company released a new jeans ad featuring the girl group KATSEYE — that is already receiving praise — after Sydney Sweeney‘s marketing campaign with American Eagle faced intense criticism.
“Better in Denim. This is denim as you define it. Your individuality. Your self-expression. Your style. Powerful on your own. Even better together. Featuring @katseyeworld,” the brand captioned their video released on Tuesday, August 19, showing the performers dancing to “Milkshake” by Kelis. “Directed by @bethany.vargas Choreographed by @itsrobbiesworld_”
Members of KATSEYE spoke out about their collaboration with Gap, revealing how they connected to the brand.
“We each come from different parts of the world, with unique cultures, languages, and stories. It’s the heart of what makes our sound, style, and presence stand out,” the group, consisting of Daniela Avanzini, Lara Raj, Manon Bannerman, Megan Skiendiel, Sophia Laforteza and Yoonchae Jeung, shared in a statement.
CEO of Gap Mark Breitbard echoed their sentiments, adding, “Partnering with KATSEYE was a natural fit, we share a bold, expressive and inclusive point of view.”
Social media users have since taken to X to sound off about the new ad.
“Gap saw American Eagle’s Sydney campaign and was like ooo that’s all u got? Alright MY TURN!!! And brought out KATSEYE like I just know [AE] mad as hell rn,” one user posted on the platform.
“This Katseye Gap ad is actually so fascinating as antithesis to the Sydney Sweeney campaign,” a second person remarked. “And just like that, GAP secured their spot as the superior denim brand. Getting Katseye to dance in jeans? THAT’S how you do advertising… American Eagle can never,” a third person wrote, following the AE controversy.
As Us Weekly previously reported, Sweeney’s ad with American Eagle weathered backlash over accusations it was overly sexualized and appeared to be “promoting eugenics.”
“Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue,” Sweeney, 27, said in the campaign video.
The brand later addressed critics on August 1, explaining how the ad’s context was being misinterpreted. “‘Sydney Sweeney Has Great Jeans’ is and always was about the jeans,” the statement read. “Her jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.”
When it comes to how Sweeney feels about the fiasco, an insider exclusively told Us that “Sydney thinks this whole thing has been blown out of proportion.” The source added, “She’s focusing her energy on work, including being back on set with her Euphoria family.”
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