Gap Turns to KATSEYE to Reignite Denim’s Market Relevance

Quick listen: How Gap’s KATSEYE denim campaign ties fashion to culture — in under 2 minutes.

Gap is betting on the global girl group KATSEYE to front its Fall 2025 campaign, “Better in Denim.”

Set to Kelis’ early-2000s hit “Milkshake,” the campaign leans on dance and individuality to mark the return of low-rise denim and the relaunch of the "Long & Lean" jean.

And in tapping on a new generation of style leaders, it hopes to reignite the appeal and relevance of denim and tout its core offerings.

“Partnering with KATSEYE was a natural fit, we share a bold, expressive, and inclusive point of view,” said Mark Breitbard, President and CEO of Gap.

“Better in Denim is the best expression of who the brand is today — fresh, relevant, original, and undeniably Gap.”

The six-member group, already boasting millions of global fans, appears styled in new denim fits that highlight their individual identities.

All while reinforcing their collective voice among today's youth.

As KATSEYE put it: "Gap didn’t ask us to fit in — they invited us to show up as we are."

Denim in Motion

Directed by Bethany Vargas and shot by Bjorn Iooss, the 90-second campaign spot features the group dancing in a circular formation on a custom-built Los Angeles set.

Choreographer Robbie Blue layered ballet, jazz-funk, and hip-hop into one sequence, showing the pieces as something designed for movement, not just for looks.

“Movement is my medium, and with a cast like KATSEYE and a track like Milkshake, I had the space to blend styles that wouldn’t normally sit next to each other,” Blue said.

Ultimately, the video serves as both a fashion statement and a metaphor.

Denim is the unifier, bringing together diverse backgrounds into one performance.

With updated fits and washes, the reengineered Long & Lean jeans headline the line, supported by a full range of denim from low to high rise.

Gap is also marking the moment with a limited-edition KATSEYE hoodie, designed in partnership with the group and tied to their upcoming “Beautiful Chaos” album.

Available for pre-order, the hoodie shows the glistening potential of brand collaborations between fashion and music, and how Gap can find itself part of the group’s broader cultural rise.

The campaign rollout extends across Gap’s social platforms, Times Square billboards, influencer partnerships, and global retail channels.

Our Take: Can Gap Reignite What Makes Denim Cool?

Gap is smart to tie its denim push to a group like KATSEYE, whose global influence on music, style, and culture is undeniable.

Unlike most brand collaborations, this campaign feels like an authentic performance, not a staged ad.

It's proof that the fashion giant understands the moment: clothes need to look good online and feel natural in real life.

If this campaign lands, it could give Gap a real shot at making denim feel generational again, putting the brand back on the fashionista radar.

In other news, Skims recently turned to Post Malone for a menswear campaign built around comfort and personality.