Campaign watch: KATSEYE’s Gap spot shows how to avoid the pitfalls of Sydney Sweeney’s denim ad

Gap’s new denim campaign starring K-pop girl group KATSEYE has been praised for its inclusivity and energy — and it’s being read as a masterclass in how to get influencer-led fashion advertising right.

The spot sees all six members dancing to Kelis’s Milkshake, weaving in references to their own viral choreography and to Gap’s heritage ads. Each member gets screen time, underscoring the brand’s tagline: “This is denim as you define it… even better together.”

The timing matters. Just weeks earlier, Sydney Sweeney’s American Eagle ad drew widespread criticism for its “jeans/genes” wordplay, accused of flirting with eugenics messaging. That spot, featuring Sweeney alone, went viral for all the wrong reasons: audiences questioned both the concept and the brand’s judgment.

By contrast, Gap’s KATSEYE ad demonstrates how inclusive casting and authentic alignment can de-risk a campaign while driving cultural relevance. KATSEYE’s diverse, international line-up means the brand is not only plugging into a global fandom but also anchoring the message in real representation.

For influencers, the lesson is clear: your alignment with a brand’s values is now as important as your reach. A misjudged creative concept can leave both parties exposed, but when the partnership feels organic — as with KATSEYE and Gap — the result strengthens both the brand and the talent.

Bottom line: the denim wars of summer 2025 show that cultural sensitivity and authentic fit aren’t optional extras — they’re the safeguards that protect campaigns, creators and brands from becoming the next backlash headline.