Levi’s collaborated with Beyoncé. Gap went viral with girl group Katseye. American Eagle partnered with Sydney Sweeney, Martha Stewart, and Travis Kelce. 

These brands bet on star power and big budgets to win over consumers in a competitive landscape. CNBC dubbed it the “denim wars,” with brands airing nearly 70% more denim TV ads in 2025 compared to the prior year, according to TV data and measurement company EDO. 

Just one year later, a new creative playbook has emerged heading into fall, one of the busiest periods for denim retailers.