Amid Sydney Sweeney jeans ad backlash, Gap’s new campaign is praised

The latest level in Gap’s cultural and commercial resurgence has been unlocked, thanks to a bold new denim campaign that fans say stands apart from the contemporary jeans advertising landscape.

Directed by filmmaker Bethany Vargas, the short video features global pop group Katseye leading a diverse ensemble of dancers in a high-energy routine set against a minimalist white backdrop—an aesthetic reminiscent of early 2010s Apple ads. The soundtrack is Kelis’ 2003 hit “Milkshake,” a millennial favorite now embraced by Gen Z through the Y2K fashion revival.

Unveiled August 19 on Gap’s Instagram, the “Better in Denim” campaign has already amassed more than 20 million views on the platform alone and is being praised widely on social media for its authenticity, multicultural representation and celebration of individuality.

“This is how to do a jean ad,” one viewer wrote. Another added: “Now this is a jeans ad I can get behind.”

The contrast to rival American Eagle’s recent denim campaign featuring actress Sydney Sweeney is hard to ignore.

That ad, which was also launched this summer, drew criticism for what many called overt sexualization and inappropriate innuendoes about genetics and eugenics—fueling heavy social-media backlash that accused the brand of “rage baiting” in a bid to go viral. Several viewers were quick to draw parallels between the two ads in the comments section of Gap’s one.

“I like these genes better,” one viewer said, while another added: “Jean content I digs.”

“Gap has seen a resurgence because the brand is going back to basics at a time when people are craving that,” Dylan Davey, founder and brand strategist at global talent agency The Social Inc., told Newsweek. “In an uncertain economy, authenticity and simplicity feel comforting and cleverly recognized and Gap taps into that.

“The new denim campaign works well because it also leans into nostalgia in a fresh, playful way that feels fun and accessible. Featuring Katseye with ‘Milkshake’ adds cultural energy, but the focus stays on tone and mood rather than on individuals.”

Davey said that American Eagle’s campaign took a different approach, with being more celebrity-driven and relying solely on Sweeney’s appeal.

“Both marketing strategies are impactful, just in different ways,” he added. “It just shows there isn’t one formula, and brands can resonate with audiences and generate conversation in totally different ways.”

Choreographed by Robbie Blue and directed by Vargas, Gap’s new ad has been lauded for its dynamic presentation of dance, individuality and community.

All performers wear either bespoke pieces made for the clip, or styles from Gap’s new denim line, moving seamlessly in unison—perhaps a visual metaphor for self-expression and cohesion.

“Better in Denim. This is denim as you define it. Your individuality. Your self-expression. Your style. Powerful on your own. Even better together,” the brand wrote in the caption on Instagram.

Vargas, whose previous work includes collaborations with artists such as The Marías, Kali Uchis, and Lady Gaga, is known for her ability to translate culture and emotion into highly stylized visual formats. Her approach to this campaign, combining minimalism with movement, ensured the focus stayed on both the fashion and the people wearing it.

And with Katseye—the K-pop group formed in Los Angeles, California—at its helm, and dancers populating the frame, the ad speaks to a generation that values representation, authenticity and self-defined style.

Newsweek reached out to Gap for comment outside of normal working hours and will update this article if Gap responds.