It’s been an amazing 12 months for the denim industrial advanced. But on the subject of the advert wars, the Gap is a transparent winner.

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The 2025 denim wars

The conflict started with Beyoncé, who, practically a 12 months in the past, collaborated with Levi’s to recreate a basic business. This ended up being a roaring success within the months that adopted, with the model amassing $1.4 billion in gross sales in Q2 2025 and a 6% rise in internet income.

However, Katseye’s “Better in Denim” marketing campaign for the Gap has blown these figures proper out of the water. The viral business featured the woman group dancing to Milkshake, reviving the observe and making it one of many songs of the summer season.

The marketing campaign turned an enormous hit on TikTook, with claims of it being a late entry for “song of the summer” and lots of dance tutorials following.

Gap’s marketing campaign seen as a enterprise win

During the Gap’s newest earnings name, which was quoted by Business Insider, the viral marketing campaign was a scorching subject. “Twenty million views in the first three days, 400 million total views, and 8 billion total impressions. Better in Denim is the No. 1 search on TikTok,” Richard Dixon, CEO of Gap Inc, mentioned within the name. “These aren’t small facts or small stats. This is proving that Gap is a powerful pop culture brand.”

According to Dixon, the advert obtained extra views in its first three days than the 4 of its earlier campaigns mixed. To Dixon, that is “reinforcing the cultural relevance of the brand.”

“This is striking range of probably being one of the most iconic brand campaigns, certainly that we’ve done, but that is out there,” Dickson added. “People aren’t just watching, but they’re actively joining and suggesting that this is actually a cultural takeover.”

What about different denim advertisements?

The different manufacturers on the market haven’t been practically as fortunate (pun supposed).

For occasion, Lucky Brand just lately enlisted Addison Rae to be the face of their advert marketing campaign for denims that she herself had designed. However, this second was overshadowed after American Eagle confronted backlash for its advert with Sydney Sweeney, which went viral for all of the flawed causes.

The business featured the Euphoria star speaking about how she has good “genes,” which many argued that, given her look as a blue-eyed blonde, equated to white supremacy and Nazi-like eugenics.

That being mentioned, American Eagle’s inventory did leap throughout the thick of the controversy, so perhaps all publicity is nice publicity in any case?

Still, the Gap stays a transparent winner, because the fan response on-line clearly exhibits:

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