KATSEYE did not expect their Gap denim campaign to resonate quite as powerfully as it did.
The global girl group, Sophia Laforteza, Manon Bannerman, Daniela Avanzini, Lara Raj, Megan Skiendiel and Yoonchae Jeung, starred in Gap’s “Better in Denim” commercial released in August of last year, a high-energy spot that quickly went viral across social media. Months later, the group is reflecting on why the response surprised them and what it revealed about the power of representation.
“It definitely did shock us just how many people it reached and how many people were inspired,” Laforteza said in a recent interview with People. “It just shows us how much power and how much room we have with what we’re given to represent and inspire other girls.”
The commercial features KATSEYE dancing in classic blue jeans to Kelis’ 2003 hit “Milkshake,” performing choreography by Robbie Blue. For the group, the project marked a major career milestone, given Gap’s long history of iconic advertising campaigns.
“We knew how significant it was to be a part of something like that,” Laforteza said. “One of the things we strive to do as KATSEYE is represent and celebrate our individualities, and that was one of the main intentions of this ad.”
While the band suspected the campaign would perform well, the emotional response from viewers exceeded expectations. Laforteza said fans shared personal stories about feeling seen for the first time in a mainstream fashion campaign.
One moment that stood out involved Raj, 20, who is Indian American and openly bisexual. Laforteza recalled seeing posts from parents describing how their children felt empowered after watching the ad.
“I know Lara saw a post from a mom who said her daughter suddenly wanted to start wearing bindis because she saw Lara wearing one in our Gap ad,” Laforteza said. “That really stayed with us.”
The campaign’s release came shortly after Sydney Sweeney’s controversial American Eagle ad, which sparked criticism online for its use of the phrase “great jeans,” a wordplay some interpreted as a reference to genetics. Laforteza emphasized that KATSEYE’s campaign was not intended as a response or rebuttal.
“There was no intention of going against anything,” she said. “We’re all here to celebrate everything — the timelessness of denim and how versatile it is in our own way.”
Despite the broader conversation happening around fashion advertising at the time, Laforteza said the group focused on the overwhelmingly positive reaction to their campaign and the messages fans shared about inclusion and visibility.
“When all of that came out, we were just so happy about the response,” she said. “People were talking about how beautiful the representation was.”
Since the campaign’s release, KATSEYE’s profile has continued to rise, with the group increasingly recognized for its emphasis on individuality and diversity. Laforteza said she hopes the impact of the Gap ad encourages fans to embrace who they are.
“Our biggest hope is that people feel inspired to celebrate themselves,” she said. “If something as simple as a denim ad can do that, then we know we’re doing something right.”
