The Campaigns
In a world where consumers’ attention is short and non-stop, the ads that stand out feel like real moments, not promotions. Two established denim brands illustrate this through distinct approaches: American Eagle, featuring Sydney Sweeney, emphasized relatability and feminine energy, while Gap collaborated with KATSEYE to produce a polished, music-driven campaign. Different styles, same mission: connection with the audience and online engagement.
Context & Brand Strategy
American Eagle has built its reputation on youth culture, positioning itself as a brand that embodies inclusivity, authenticity, and everyday style. Their campaigns often highlight relatable personalities and natural storytelling, allowing the brand to feel approachable to the average consumer. American Eagle has used pop culture relevancy, for example, using the casts of Outerbanks and The Summer I Turned Pretty. Gap, by contrast, leans heavily as a classic American brand, using visuals and simplicity to reinforce its timeless style. Rather than focusing on individuals, Gap’s strategy often revolves around creating bold, recognizable moments that can live on, using clean aesthetics, rather than chasing every trend. With the recent transition of Zac Posen becoming the creative director of Gap, he has reinvented the brand’s marketing strategies and launched this new creative vision. His approach blends bold, fashion-forward, relevant ideas with the brand’s signature simplicity, creating marketing that feels both fresh and new. The campaign featuring KATSEYE reflects this shift, emphasizing clean visuals, choreography, and rhythm-driven storytelling that align with today’s digitally driven audience while reinforcing Gap’s place as a timeless yet trend-conscious brand.
American Eagle × Sydney Sweeney
American Eagle plays into Sydney Sweeney’s influential star power. The pacing feels attention-grabbing by including quick cuts, ambient sound, and close-ups of denim that never interrupt the moment. The natural chemistry between Sweeney and the audience makes every cut feel intimate, not commercial. Sydney Sweeney’s brand identity mixes allure with self-awareness, while also leaning into her public persona in ways that generate conversation. Although this campaign received backlash, the strategy worked in their favor. American Eagle wanted clicks, and they got them, with the controversy only amplifying attention around the campaign.
Gap × KATSEYE
Gap takes an iconic approach, centering its entire campaign on rhythm and dance to create a recognizable style. With just a white backdrop and choreography, it transferred seamlessly to TikTok, where creators are recreating the dance routine and turning it into a trend. It translated into a campaign that not only showcased the denim but also invited cultural participation. Highlighting denim as a wearable, comfortable, and versatile option across different outfits.
Comparison: Movement vs. Moments
American Eagle-Moments: Chemistry with celebrity, pop-cultural relevance.
Gap- Movement: High-energy, rooted in music and choreography.
Conclusion
The American Eagle and Gap campaigns illustrate how brands are reimagining advertising strategies to thrive in a digitally driven world. While American Eagle leaned into Sydney Sweeney’s authenticity and self-awareness to create personal, relatable moments, Gap relied on KATSEYE’s choreography and rhythm to spark a cultural movement. Together, they highlight how the new age consumers react to inauthenticity in different marketing campaigns, through intimate storytelling or viral trend-making.
In this new generation, brands are experimenting with different ways to hold attention–So which resonates more with you: American Eagle’s bold yet controversial ad or Gap’s fresh, dance-centered campaign?
