My attempt:
1) Try to use normal definition of gcd:
$(a,b)=d\Rightarrow as_1+bs_2=d$ for some $s_1,s_2\in \mathbb Z \tag1$
So $\left(2^{x}-1, 2^{y}-1\right)=s_1(2^x-1)+s_2(2^y-1),\quad s_i\in\mathbb Z$
and similarly $2^{(x,y)}-1=2^{t_1x+t_2y}-1, \quad t_i\in\mathbb Z\tag 2$
Solving $(1),(2)$ together, we have:
$2^{t_1x+t_2y}-s_12^x-s_22^y+s_2-s_1-1=0$
I tried to make quadratic equation $(2^{t_1x}-A)(2^{t_2y}-B)$ for some suitable A,B but failed.
2) I tried to use binomial expansion $(a+b)^n=\sum\binom{n}{k}a^kb^{n-k}$ and $a^n-1=(a-1)(a^{n-1}+...+1)$ but failed again.
There must be elegant solution I guess.
Suppose that $x<y$. Then $$(2^y-1)-2^{y-x}(2^x-1)=2^{y-x}-1.$$ Therefore $$\gcd(2^x-1,2^y-1)=\gcd(2^x-1,2^{y-x}-1).$$ Now we can use induction on $\max(x,y)$.
This argument also works for other values of $2$.