On August 30, 2025, GAP’s “Better in Denim” campaign featuring KATSEYE, the girl group formed through Netflix’s Dream Academy, has taken the internet by storm.
In contrast to Sydney Sweeney’s controversial American Eagle campaign titled “Sydney Sweeney Has Great Jeans,” GAP’s advertisement has received praise for its diversity and vibrant energy. With over 9 million views on YouTube and widespread social media traction, this campaign is considered a significant success in strategic marketing.
American Eagle’s campaign, launched alongside Sweeney’s film Americana in 2025, faced intense backlash. Critics slammed its suggestive visuals and slogan, “Sydney Sweeney Has Great Jeans,” for sexualizing the actress and evoking eugenics debates. Online users called it “offensive,” leading to boycotts that hurt the film’s premiere.
GAP’s Strategic Success with KATSEYE
In contrast, GAP chose a different approach with KATSEYE, featuring members Meret Manon, Sophia Laforteza, Megan Skiendiel, Daniela Avanzini, Yoonchae, and Lara Raj. The “Better in Denim” ad, set to Kelis’ Milkshake with choreography by Robbie Blue, showcases the group’s diverse backgrounds from the US, Switzerland, South Korea, the Philippines, and more. The campaign’s dance video, released in August 2025, has garnered 9 million YouTube views, per GAP’s channel, and sparked thousands of fan recreations on TikTok.
Completely obsessing over KATSEYE’s Gap campaign.
These girls are absolute superstars. ✨ pic.twitter.com/1IU7S8Ud9W
— Deezer (@Deezer) August 21, 2025The timing and execution of the campaign received widespread acclaim. Social media comments praised GAP’s marketing, noting that it generated 100 times more engagement than the brand’s typical content. The ad’s vibrant energy and diverse representation resonated with audiences across generations, successfully avoiding the pitfalls experienced by American Eagle.
Read: Sydney Sweeney Faces Boycott Calls Over Americana Amid Ad Controversy
KATSEYE, formed via Netflix’s Dream Academy in 2023, represents a global blend of cultures, with roots in India, Sri Lanka, Cuba, Venezuela, and China. Their involvement in GAP’s fall denim collection builds on high-profile collaborations, following performances with BLACKPINK and TWICE. The group’s appeal, combined with Blue’s choreography, previously seen with Tate McRae, has cemented their status as a marketing powerhouse.
