When you buy a pair of jeans, do you think about the cultural impact they have?

This might sound odd, but some fashion enthusiasts and social justice advocates raise this question as a legitimate concern. The controversy began after the company aired an awkward commercial titled “Sydney Sweeney Has Good Jeans.” As a result, negative sentiments surrounding American Eagle intensified, especially when many consumers noticed a decline in quality.

Mickey Drexler, the former CEO of GAP, mentioned to Business Insider that it would have been better for American Eagle to admit their mistake rather than remain silent. This situation created an opportunity for GAP to step in and capture public attention.

The rivalry between GAP and American Eagle dates back to the late ’90s, a vibrant era filled with boy bands and notable fashion trends. GAP positioned itself as the go-to brand for classic jeans while American Eagle targeted a younger audience with trendy options, appealing to teens eager to look cool without breaking the bank. However, after GAP began to lose its edge and fell out of favor, American Eagle seized the spotlight.

Up until 2025, American Eagle maintained a distinct identity, but the Sweeney ad dramatically altered public perception. The commercial fostered a stigma suggesting that American Eagle shoppers were associated with negative stereotypes. By featuring supermodels, the brand started losing touch with its audience despite aiming to attract everyday people. According to Forbes Magazine, 73% of consumers let negative advertisements influence them, which can damage brand loyalty by 40%.

In response, GAP launched its KATSEYE campaign to cleverly counteract the unfavorability of the American Eagle advertisement. With their “Better In Denim” initiative, GAP showcased the global K-pop sensation KATSEYE and included Kelis’s hit Milkshake. This campaign proved successful, highlighting quality and versatility while conveying a positive message.

This situation raises important questions: Do companies genuinely believe in inclusivity, or do they treat it as a marketing trend?

Personally, I believe GAP stands by its message while American Eagle has missed the mark. According to North Carolina University, only 8% of the American population has a perfect hourglass figure, making American Eagle’s true-to-size jeans problematic for plus-size individuals.

Take TikTok user Samyra. She discovered that the largest sizes in-store—size 18 jeans and an XL skirt—didn’t fit her. She noticed that larger sizes, once available up to size 24, were now absent online. Unfortunately, American Eagle’s approach excludes many customers.

In contrast, GAP offers sizes up to 30 online and up to 26 in-store, promoting inclusivity and body positivity. Historically, GAP has embraced inclusivity in its advertising, while American Eagle has shifted away from that narrative.

Financially, GAP significantly outperforms American Eagle, generating $15.2 billion in revenue compared to American Eagle’s $5.3 billion. This disparity reflects American consumers’ preferences for brands that prioritize inclusion and diversity, especially among younger generations. According to Statista (2025), Gen Z spends approximately $1,700 per year on clothing alone, underscoring the demand for quality products at affordable prices. According to Exchange4Media, consumers even vote on their favorite pair of jeans based on the foot traffic GAP gets from people stopping in front of their store just to watch their ad, which is across from American Eagle at the mall. 

As a college student, I totally understand the struggle of finding good clothes without breaking the bank. Brands like American Eagle charge a lot for pieces that often don’t hold up, making it seem like they offer value while really just chasing profits. Now, we see American Eagle jeans everywhere in vintage stores, which shows that quality is seriously lacking. What happens when our generation can’t even find decent vintage clothing anymore because cheap, low-quality jeans have taken over the racks? If these companies keep focusing on quantity over quality, we risk losing the styles that truly represent us, and that outcome would be terrible for all of us.