Gap has tapped global girl group Katseye to headline its new fall denim campaign, a colorful showcase that blends nostalgia with pop culture star power.
Better in Denim
The campaign, titled Better in Denim, spotlights low-rise jeans, mini skirts, and other early 2000s staples. To bring it to life, Gap enlisted Katseye, the six-member group formed with performers from across the globe, to dance through a high-energy spot set to Kelis’ 2003 anthem “Milkshake.”
Directed by Bethany Vargas and choreographed by Robbie Blue, the video emphasizes movement and individuality. Dancers expand across the screen, eventually forming a circle meant to symbolize community, while Katseye shines in full denim looks.
“We each come from different parts of the world, with unique cultures, languages, and stories,” the group said in a joint statement. “It’s the heart of what makes our sound, style, and presence stand out.”
Gap Leans on Pop Culture
Mark Breitbard, CEO of Gap, called the collaboration an obvious choice. “Partnering with Katseye was a natural fit,” he said. “We share an expressive and inclusive point of view.”
The partnership follows the group’s recent team-up with Urban Outfitters for its back-to-school rollout and comes as Katseye prepares for a global tour. Collectively, the performers boast more than 22 million followers across platforms, giving Gap’s message a built-in fan base.
A Contrast to American Eagle
The rollout arrives just weeks after American Eagle faced backlash over its Sydney Sweeney campaign, which some critics called tone-deaf. While AE clarified that its message, “Sydney Sweeney Has Great Jeans,” was always meant to highlight denim, the internet was unconvinced.
One post on X summed up the contrast: “Gap saw American Eagle’s Sydney campaign and was like, ‘That’s all you got? My turn!’ and brought out Katseye.” Another user wrote, “Getting Katseye to dance in jeans? That’s how you do advertising. American Eagle could never.”
Nostalgia Meets New Energy
By leaning on the early aughts and blending it with fresh talent, Gap seems to have struck a balance between retro appeal and modern influence. Instead of relying on a single celebrity face, the campaign places a collective at its center, one that embodies diversity and creativity.
