The emergence of superdiffusive spin dynamics in integrable classical and quantum magnets is well established by now, but there is no generally valid theoretical explanation for this phenomenon. A fundamental difficulty is that the hydrodynamic fluctuations of conserved quasiparticle modes are purely diffusive. We argue that in isotropic integrable magnets, a complete hydrodynamic description must include soft "gauge" degrees of freedom, that arise from spontaneous breaking of the Bethe pseudovacuum symmetry. We show that the coarse-grained time evolution of these modes lies in the Kardar-Parisi-Zhang universality class of dynamics.