dissecting denim campaigns
four fashion brands. four unique campaigns. one popular material that is everywhere this fashion season.
I think we’re all aware of what I am about to discuss here. I don’t think this really needs an introduction. However, this is my blog, and it just makes sense to set the tone of what is going on in American fashion consumerism right now.
DISCLAIMER: all thoughts are my own. Don’t take things personally—this is just my opinion and personal assessment of the situations at hand. I’m just a little guy, please and thank you.
Denim is all the rage this fashion season. From low-waisted jeans evoking Y2K nostalgia to barrel jeans having a chokehold on most millennial women (no shade, I just don’t get why they’re so popular). Denim is number one on the list for apparel selling this season. And boy oh boy, how denim has taken over our ad space—and space in my brain.
Constant Classic Old Navy
Old Navy has never been as pompous as their sibling brand, Gap. They were initially created to have affordable staple pieces for the whole family. Maybe that’s why they were first to jump the gun on campaigning their denim collection: they are just doing standard advertising for a typical piece of apparel.
The brand’s social media marketing is as traditional yet visually appealing as it can be. “Welcome to your denim HQ,” the Old Navy July 23rd Instagram post reads. “Classics, it-fits, surprise hits. You've got the range, your denim drawer should too.” The video depicts models wearing styles that are popular in today’s trend climate: slouchy, high-rise, vintage slim, and barrel jeans. Further Instagram posts include models ranging from size 00 to 30 wearing the same style of denim, Instagram influencers swapping styles with different Old Navy denim and other apparel in collaboration with the release of film Freakier Friday, and casual reels with models of the campaign discussing their favorite jeans.
Easygoing and nothing flashy: that seems to be the best part of this campaign. Having been overstimulated at multiple points walking through a the brand’s retail store, I can verify that these Instagram posts are very relaxed—unlike an actual Old Navy store. While the next brand’s denim campaign content is also mellow, the attraction that it attained seemed to overstimulate the internet.
The Rise and Fall of American Eagle’s Denim Campaign
We could focus on how Euphoria actress Sydney Sweeney posted her mother’s “Make Sixty Great Again” birthday party in 2022 that invoked rage across the internet. According to Jacobs (2023), she then went to shame people on the internet for misinterpreting the message (Jacobs, 2023).
Or we can note her collaboration with men’s soap brand Dr. Squatch to sell soap that was infused with her own bathwater—which sold out in seconds. What makes this situation worse was her response. Sharf (2025) wrote that Sweeney was upset that most haters were women and basically shamed women for being frustrated with her actions yet supported Jacob Elordi in a similar sales circumstance (Shark, 2025).
In reality, this is where our real story begins. On July 23, the American Eagle marketing department decided it was the perfect opportunity to have her be the face of their denim campaign. The slogan: “Sydney Sweeney has great jeans.” A riff off of “jeans” and “genes,” which is a lovely idea, right?
I mean, they do make a decent pair of denim jeans. I had a pair or two of stretchy denim high-waisted jeans in high school. In addition, they seem to be on a roll with collaborating with familiar, famous faces for clothing campaigns. Which seems to be the American Eagle target audience: the online, media-centered, as they have made a collection for Amazon television series The Summer I Turned Pretty as well as a collection collaboration with Tru Kolors, also known as Kansas City Chiefs player’s Travis Kelce’s clothing brand.
So, social media marketing-wise, having Sweeney as the face of their denim campaign does make sense. She’s popular and well-known; her Instagram has well over 25 million followers, which is a perfect place for her to promote this campaign; and, she has two blockbuster films being released within months following the collection’s release. Whether or not the brand was aware of how the audience would interpret Sweeney’s “genes” in relation to her MAGA relatives, this is not the case. The brand did nothing to set Sweeney’s face apart from any other marketing campaign.
Take Zendaya’s collection with ON. "Sometimes it feels like the world is telling you who to be. Be every you," the collection tells the consumer. Not a terrible statement for anyone who feels compelled to spend $150 on a bodysuit. In spite of the expensive price range for their products, the brand did something special: they worked with the actress and her stylist Law Roach to co-design a shoe dedicated to the campaign. That is fascinating, and who wouldn’t want to spend $200 on a unique shoe design. In addition, who else would be the cover for the campaign other than Zendaya herself?
I’m not saying Sweeney needs to design a pair of jeans or a shirt or whatever for the brand. I’m saying that it’s not enough to put a recognizable face and market a product, saying “this is the jeans that this famous person is wearing.” American Eagle’s target audience agrees.
Nine days after the initial collection video was published, American Eagle had to release a statement stating their point of the marketing campaign: “always was about the jeans…Great jeans look good on everyone.” The words Sweeney are words, and there is no point of looking further into it.
The white text on navy blue background that evokes a Notes app apology did little to shake the negative messages in their Instagram comment section—meanwhile other brands continue to receive praise from their denim collections.
It’s the Way Madewell Advertises Their Collection
I don’t wear a lot of Madewell apparel. In my Gen-Z pilled brain, they have an audience that scream “sophisticated girl boss” and “women that have their shit together” energy. So when Madewell denim collection hit the internet on August 12, the campaign was advertised basically to perfection.
“It’s the way you wear them,” an Instagram posts teases for the collection. From “the pencil” to the “perfect vintage wide-leg” to “low-slung baggy” and more, the brand has a variety of women’s jeans (as well as denim pants for their menswear collection) that are current to today’s fashion climate—and their target audience knows that. Perfectly paired with suede jackets, baby blue turtleneck sweaters, and knee-high black boots, the campaign is just as poised as the brand presents itself to be.
With the store’s confident appearance in mind, Madewell’s social media has always been a trendy and aesthetic feed for stylish working women in and out of the office. The retailer has collaborated with trendy stores such as Elbro Bread, a popular bakery located in New York City, and Courage Bagels, a bagel spot located in a hip area in Los Angeles. In addition, Madewell does a great job of working with creators to have in-person networking and connections made through in-store events—as well as creating an online editorial space for trendsetters to come on and write pieces true to them and Madewell’s image.
While Madewell’s collection got a grand amount of attention, the next brand’s collection influenced the entire internet’s opinion on how to do good marketing.
Gap’s Marketing Department Must Feel On Top of the World
Before their most recent campaign, Gap Inc. (2025) presented their first quarter fiscal report, stating that “the brand is resonating with customers and gaining relevance” with net sales up 5% from compared to last year’s report (Gap Inc., 2025).
From a quick cruise through their Instagram feed, you can tell Gap is catering to their demographic. From collaboration with Paper Magazine and queer creatives during Pride month, to having a collection designed by Zac Posen and modeled by popular models that go by the names of Anok Yai, Alex Consani, and Imaan Hammam, you can tell that the brand cares—both about their image and the audience their promoting to.
In my window-shopping experience at Gap, I feel like the brand gained consumer notoriety due to bland basics or their name smacked right onto the center of a light heather gray hoodie. If it wasn’t for that, it was their denim apparel. A fresh campaign that shines a light on their number makes sense for the brand, and the new stars of it allowed their audience to focus on what is close to the heart of their brand.
Maybe they were lucky to score Katseye and publish this campaign fresh off their Lollapalooza performance. Maybe, Gap’s marketing department saw the online hate and trolling from AE’s “good genes” campaign and thought about how they can do something to top it. Luckily, they did.
Social media marketing? On. Top. Of It. Almost a month after American Eagle’s denim campaign released, Gap released their campaign of a similar vein: #BetterinDenim starring Katseye. Focussing primarily on their Instagram, Gap has been knocking it out of the park: their announcement post is currently at 4 million likes with mesmerizing choreography (which we will get into in a moment), behind-the-scenes video footage and aesthetic film photography, an interview with Katseye creative director Humberto Leon (who once worked at a Gap store), and creating a curated Spotify playlists for their audience to tune into.
While this campaign was released on August 19th, I see no end in sight for both the brand and the girl group to not be posting content. I mean, they even made limited edition merchandise together, so that’s gotta sell out before anything in the campaign does (obviously, I know advertisement campaigns last longer than a month. I’m not new to American consumerism).
How does this advertisement set them apart from the other ad campaigns that were released weeks before them? Robbie Blue, who has assisted in dance routines for Tate McRae’s current tour as well as choreographed Doechii’s Grammy performance (which is now Emmy-nominated!), created the choreography for the performers to dance to throughout the viral campaign. What came out of it were customers/fans of Katseye doing the same exact dance routine the girl group members were doing during the campaign, creating an even more viral moment for the campaign.
Comparing the Four Brands
Looking at everything from a bird’s eye view, it’s important to note that Sydney Sweeney being the face of American Eagle is not the problem: it’s just the way they marketed their product to the public. Sweeney wears this pair, here is Sweeney wearing that pair—never verbally alluding to the audience.
Old Navy states YOU have the range for all types of denim; Madewell denim looks stylish in whatever way YOU wear them; Gap has denim apparel as YOU define it.
That is the way you market an item. As a consumer, how do you want to feel when you’re wearing a product? Do you have range, style, and can define your own wardrobe? Or do you just want people to know that a celebrity wore them and that’s enough to make you buy them?
Conclusion
Fast fashion marketing is smart. They take publicity stunts and creative advertisement campaigns in order to become noticeable to consumers. While a great amount people could say American Eagle should “take notes” from Gap’s marketing campaign, they are getting the word out about both denim collection.
In fact, American Eagle did their job—they got people to notice and start talking about their brand. With Sweeney’s ad campaign out, the retailer saw their shares soar 31% only a week and a half after the initial campaign video was released according to Chapman (2025). What’s more, the company’s stock is up 6% in comparison from last year (Chapman, 2025).
At the end of the day, it is up to you to buy or not buy from these stores in general. It’s always beneficial to have a tried and true brand to get your denim from, but it does not always need to be from a collection that is marketed with familiar faces on it. If it is, then the company advertised the collection perfectly for you.
Sources
Chapman, M. (2025, September 4). American Eagle soars as teen clothing retailer embraces Sydney Sweeney frenzy. ABC News. https://abcnews.go.com/Business/wireStory/american-eagle-soars-teen-clothing-retailer-embraces-sydney-125254787
Gap Inc.. reports first quarter fiscal 2025 results. Gap Inc. (2025, May 29). https://www.gapinc.com/en-us/articles/2025/05/gap-inc-reports-first-quarter-fiscal-2025-results
Jacobs, E. (2023, August 10). Sydney Sweeney speaks out on “misinterpretations” about guests in Maga-inspired hats at her mom’s birthday party: “the people in the pictures weren’t even my family.” Business Insider. https://www.businessinsider.com/sydney-sweeney-misinterpretations-maga-hats-moms-birthday-2023-8
Sharf, Z. (2025, August 21). Sydney Sweeney says “mainly girls” criticized her bathwater soap, “which was really interesting. they all loved the idea of Jacob Elordi’s bathwater.” Variety. https://variety.com/2025/tv/news/sydney-sweeney-bathwater-soap-backlash-sexist-1236494557/