KATSEYE Has Great Jeans

The worlds of fashion and pop culture meet again, stitched together with nostalgia and finished with a denim jacket.

GAP has unveiled its 2025 fall campaign, 'Better in Denim', featuring the global girl group KATSEYE. The dynamic campaign delivered a story that was not all denim, but a carefully orchestrated marketing play that is a fusion of nostalgia, global fandom and a timeless touch.

KATSEYE featuring Megan, Manon, Sophia, Yoochae, Lara Raj and Daniela

In recent times, when jeans ads were dubiously executed with a questionable message (yes, I am implying the American Eagle x Sydney Sweeney stunt), GAP brought a fresh outlook by collaborating with a multicultural group of girls from diverse ethnic backgrounds. 

The brand tapped into the early 2000s by choosing Kelis' "Milkshake" as the soundtrack, a song that heavily resonates with Millennials who grew up listening to it. They played this while tapping into the Y2K resurgence so that Gen-Z could witness a retro-cool flair, which GAP is all about.

The choreographer of the dance number, Robbie Blue, wanted to narrate a story of unity by bringing in 30 different dancers of different disciplines and KATSEYE. The campaign is a celebration of everyone's differences.

In the official press release of GAP, the CEO, Mark Breitbard, called the partnership with KATSEYE a "natural fit", saying 'Better in Denim' is the best expression of who the brand is today - fresh, relevant, original, and undeniably GAP.

While the campaign hasn't reported any financial or statistical data, they definitely created a momentum. If the campaign contains its virality, merchandise sales, such as their limited-edition hoodie, and foot traffic, we could anticipate an upward bump in the Q2/Q3  performance reports.

From low-rise denim revival to a captivating choreography, this is an EYECONIC campaign.