Who has the best jeans? This question—and the story behind it—has become one of the most controversial topics in the media over the past month. Ever since American Eagle launched their “Great Jeans” ad campaign featuring actress Sydney Sweeney in late July, media outlets and social media platforms have been buzzing with debate. Competing brands like GAP and Levi’s quickly responded with their own advertisements to challenge American Eagle and claim they have superior denim.

So, what’s the controversy around American Eagle? The campaign’s tagline plays on the words “jeans” and “genes,” featuring Sweeney, who is blonde and blue-eyed. Critics argue that this imagery and wording subtly echo themes of eugenics and white supremacy—a concern fueled by the tagline “my genes are blue.” One TikTok user remarked, “Saying ‘my genes are blue’ with a blonde, blue-eyed actress just hits weird. It sounds like a white purity dog whistle, and that’s why people are uncomfortable.” Some went even further, accusing the ad of promoting Nazi propaganda. American Eagle responded by emphasizing that the campaign was always intended to focus on denim quality, while others argued that the backlash was an overreaction or part of a larger cultural pushback against “woke” advertising.

In response, GAP launched their own campaign to showcase their jeans. They introduced a vibrant ad featuring the girl group Katseye, celebrating self-expression and boldness. Tailored for the TikTok generation, the campaign’s choreography was set to the 2003 hit “Milkshake” by Kelis—a song that quickly sparked a viral dance trend. This ad has become GAP’s most viewed and talked-about video on their social media platforms this year. Alongside this campaign, GAP has also seen success with its 2024 Fall ad starring Troye Sivan and its 2024 Spring commercial featuring Tyla. An Instagram user commented, “This is what a 2025 brand should embody.” Another user comments, “Katseye has great jeans,” tying American Eagle and GAP’s ads together. 

In conclusion, the debate over who has the best jeans has sparked more than just a discussion about denim quality—it has ignited conversations about cultural sensitivity, politics, and brand identity. American Eagle’s controversial campaign highlighted the fine line between creative messaging and unintended implications. And GAP’s vibrant, inclusive approach resonated strongly with younger audiences. More brands need to realize success and sales rely not only on the product itself but also on how it connects with and reflects the values of consumers. Ultimately, the “best jeans” may come down to personal preference shaped by both style and the stories brands choose to tell.