GAP
Gap has released a new jeans advert called “Better In Denim” that features the girls pop group Katseye. Give the multicultural nature of the the group, the ad seems like a direct response to American Eagle’s “Sydney Sweeney Has Great Jeans” campaign.
Earlier this summer, actress Sydney Sweeney became the marketing face of American Eagle as she began staring in a new suite of advertisments called “Sydney Sweeney Has Great Jeans.”
While the ads were likely conceived as winks-and-nods to Sweeney’s famously endowed bust, a small section of online critics claimed they were promoting white supremacy, which is a narrative that the right jumped on and amplified.
A little less than a month after American Eagle’s ads rolled out, Gap has now unveiled their “Better In Denim” campaign alongside Katseye and the contrast between the two brands couldn’t be more stark.
“Gap continues to build on its legacy of bridging generations by spotlighting global talent and celebrating self-expression through music, dance, and denim. 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,” Gap brand President and CEP Mark Breitbard said in a statement.
“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.”
Katseye is a girls pop group that was founded in 2024 and features members from the United Sttes, Phillipines, South Korea, and Switzerland, with the current line-up featuring Daniela, Lara, Manon, Megan, Sophia, and Yoonchae.
They have over 5 million followers on Instagram and have released two studio albums thus far: SIS (Soft is Strong) in August 2024 and Beautiful Chaos in June of this year.