Gap vs. American Eagle: Two Denim Campaigns, Two Very Different Outcomes

DeAndra Giselle
Aug 24
3 min read

When it comes to denim, legacy brands have to work harder than ever to stay relevant. This fall, Gap and American Eagle both launched headline-making campaigns to win over Gen Z and millennial shoppers. Gap leaned into nostalgia with global girl group KATSEYE, while American Eagle tapped actress Sydney Sweeney with a bold Times Square takeover.

Both campaigns had strong potential. But only one truly connected.

Here’s what worked, what didn’t, and what we at DG Marketing & Consulting would have done differently.

Gap – Nostalgia with a Modern Twist

**KATSEYE's Gap Campaign. Picture by Cosmpolitian**

Gap’s “Better in Denim” campaign hit familiar notes: music, dance, and feel-good nostalgia. Featuring KATSEYE performing to Kelis’s “Milkshake,” it paid homage to Gap’s classic ad DNA while refreshing it for a new audience.

What Went Right:

Cultural Relevance: Y2K nostalgia is thriving, and Gap rode that wave authentically.
Real Stories: KATSEYE members had genuine connections to the brand, which gave the campaign credibility.
Inclusive Energy: Diverse dancers and joyful choreography made it feel accessible to
everyone.
Cross-Channel Impact: From teaser reels to behind-the-scenes content, the rollout created buzz and shareability.

Where It Fell Short:

Safe execution. Gap stayed well within its comfort zone. Nostalgia works, but without innovation, it risks blending into the background.

American Eagle – Big Name, Bigger Misstep

American Eagle’s “Sydney Sweeney Has Great Jeans” campaign should have been a win. It had star power, a philanthropic element, and striking visuals. Instead, the message got lost.

What Went Right:

Celebrity Appeal: Sydney Sweeney commands attention and adds immediate visibility.
Philanthropy: Proceeds from “The Sydney Jean” supported domestic violence awareness, a worthy cause that could have added depth.
Initial Buzz: The 3D billboard and digital extensions delivered short-term excitement.
Picture courtesy of American Eagle

Where It Missed:

Confusing Messaging: The “great jeans/genes” pun distracted from the product and drew unintended criticism.
Shallow Storytelling: The campaign didn’t explain why Sydney or the cause was truly connected to AE’s identity.
Short-Lived Impact: Buzz faded quickly, leaving more questions than loyalty.

The Takeaway: Storytelling Wins

The difference between Gap and American Eagle comes down to clarity.

Gap reminded people who they are — even if a bit predictably.
American Eagle forgot to tell a story. And in the absence of storytelling, audiences filled in the blanks with criticism.

In 2025, attention isn’t enough. Campaigns must connect emotionally, align with culture, and reinforce a brand’s identity. Otherwise, the message won’t stick.

The DG Perspective

At DG Marketing, we believe great campaigns balance creativity with clarity. Here’s our approach:

Lead With Story
Every campaign should answer: why does this matter to the brand and the audience? Without that, it’s just noise.
Partnerships With Purpose
Celebrity endorsements work best when there’s an authentic tie to the product or brand values. Otherwise, it feels transactional.
Integrate Purpose Early
Social impact can’t be an add-on. It has to be baked into the campaign from the start.
Build Multi-Layered Engagement
Teasers, storytelling content, creator partnerships, and follow-ups — campaigns need momentum beyond launch week.
Stay Culturally Smart
Test messaging for clarity, sensitivity, and resonance. A small misstep can create a big distraction.

Final Word

Gap played it safe but stayed on brand. American Eagle went bold but missed the story. Both remind us of one truth: in marketing, clarity and authenticity always win.

At DG Marketing & Consulting, we don’t settle for safe or gimmicky. We help brands craft campaigns that spark connection, create impact, and last beyond the trend cycle.

Because denim may fade — but great storytelling doesn’t.