Gap and Lucky Brand Launch Star-Studded Jeans Ads Amid Sydney Sweeney Controversy

Gap and Lucky Brand have launched denim jean campaigns after American Eagle's viral ad featuring Sydney Sweeney sparked controversy. Gap released a video featuring pop girl group Katseye dancing in denim, while Lucky Brand promoted a new line of low-rise jeans with TikToker Addison Rae. The campaigns follow American Eagle's "Sydney Sweeney Has Great Jeans" campaign, which drew criticism for its perceived racial undertones and Nazi propaganda.

In the wake of American Eagle's viral ad featuring Sydney Sweeney, which sparked controversy due to its perceived racial undertones and Nazi propaganda, Gap and Lucky Brand have launched their own denim campaigns. These efforts aim to capitalize on the ongoing debate and capture market attention.

Gap's campaign features the pop girl group Katseye dancing in denim, with the video set to the 2003 song "Milkshake" by Kelis. The ad, which went viral, showcases a diverse group of women performing sharp choreography in a series of throwback denim looks [2]. The campaign's success can be attributed to its timing, as it was released amidst the controversy over American Eagle's ad.

Lucky Brand, on the other hand, partnered with TikToker Addison Rae for their new line of low-rise jeans. The campaign features Rae posing in her dangerously low-slung jeans sans shirt, showcasing the Addison Ultra Low Rise Flare jeans. The imagery and Rae's caption drew comparisons to Sydney Sweeney's recent American Eagle campaign [3].

American Eagle's stock has risen 26% in the past month but has dipped about 23% since the start of the year. In May, it reported a net revenue loss of 5% in the first quarter of 2025, posting sales of $1.1 billion [1].

While Gap's and Lucky Brand's campaigns have received positive attention, they are also part of a broader trend in the denim industry. The "Sydney Sweeney Has Great Jeans" ad has sparked a jeans advertisement war between denim brands in the country, with each brand trying to outdo the other in capturing market attention.

References:
[1] https://www.businessinsider.com/gap-ceo-mickey-drexler-american-eagle-mistake-sydney-sweeney-ad-2025-8
[2] https://www.yahoo.com/entertainment/music/articles/katseye-x-gap-denim-ad-140202518.html
[3] https://pagesix.com/2025/08/22/style/addison-rae-sizzles-sans-shirt-in-low-rise-lucky-brand-jeans/