Denim brands are betting on Gen Z subcultures in 2026
The biggest, most talked-about ad campaigns of 2025 came from denim clothing brands.
Levi's partnered with singer Beyoncé, while Gap built a viral campaign around the girl group Katseye. American Eagle, meanwhile, worked with Sydney Sweeney, Martha Stewart, and Travis Kelce.
These brands bet on star power and hefty budgets to win consumer attention in a competitive market. According to TV-ad measurement firm EDO, denim advertising aired on television nearly 70% more often in 2025 than the year before. CNBC dubbed the phenomenon the "denim wars."
But a year later, ahead of back-to-school season — one of the busiest stretches for denim retailers — an entirely new creative strategy is taking shape: brands are now spreading their risk across a range of ambassadors tied to Gen Z subcultures, rather than betting it all on one big-name celebrity.
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