Gap’s New Denim Era: KATSEYE Stars in a Y2K-Inspired Campaign for Fall 2025

This is denim as you define it. Your individuality. Your self-expression. Your style. Powerful on your own. Even better together.

GAP INC. Featuring ‪@katseyeworld‬.   “Milkshake” by Kelis. Directed by Bethany Vargas. Choreographed by Robbie Blue.

Gap is bringing the energy this season with Better in Denim, its Fall 2025 campaign headlined by global girl group KATSEYE. Set to Kelis’ iconic “Milkshake”, the film reintroduces low-rise denim and the fan-favorite Long & Lean jean with a modern twist — choreographed by Robbie Blue, directed by Bethany Vargas, and shot by Bjorn Iooss.

More than a fashion spot, it’s denim in motion: a genre-blending performance where the clothes move with the cast, not against them. Wide flares, baggy jeans, micro minis, and custom bralettes meet choreography that borrows from hip-hop, Fosse, ballet, and jazz funk — echoing the campaign’s thesis: this is denim as you define it.

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

KATSEYE as More Than Endorsers

The campaign also positions KATSEYE as more than celebrity faces. With over 22 million followers and a Billboard-charting EP (Beautiful Chaos), the group’s multicultural point of view mirrors Gap’s mission to bridge generations and celebrate self-expression through music, dance, and denim. Each member styled herself in head-to-toe denim — from Yoonchae’s racing jacket to Lara’s reimagined Long & Lean — underscoring individuality within the collective.

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

MERCH DROP

To mark the collaboration, Gap is launching a limited-edition KATSEYE logo hoodie ($79.99), featuring the group’s name reimagined in the brand’s iconic arch. Available for pre-order beginning August 22 on Gap.com and in select stores, the hoodie was designed in partnership with the members themselves—each colorway reflecting their personal style and the themes of their upcoming album, Beautiful Chaos.

The album’s name is also printed beneath the arch, tying the piece directly to the group’s music era. KATSEYE’s Beautiful Chaos EP recently debuted at #4 on the Billboard 200, fueled by the success of breakout singles “Gnarly” and “Gabriela”—making the hoodie more than just merch, but a wearable marker of the group’s momentum..

For fans waiting on KATSEYE’s Beautiful Chaos album, this hoodie doubles as a wearable souvenir of the group’s rise — blurring the line between brand partnership and fandom ritual.

A Campaign Rooted in Culture

What emerges is a campaign that isn’t just about jeans but about the intersection of movement, music, and style — a reminder that denim, much like pop culture itself, is always better when it evolves, reinvents, and moves with the moment.

What the Collection Stands For

Gap isn’t just pushing jeans — this drop is positioning denim as culture, not just clothing. A few layers here:

• Revival of Y2K nostalgia: Low rise + Long & Lean + “Milkshake” = the early 2000s brought back for a Gen Z/Alpha audience.
• Movement over mannequin: Every piece was styled in motion — baggy jeans, skirts, bralettes — showcasing denim as something to live in, not pose in.
• Inclusivity & individuality: Each KATSEYE member got her own denim identity, proving the campaign isn’t about one “it girl” look but about many interpretations of style.
• Bridging generations: Gap wants moms who wore Long & Lean in 2003 and their daughters in 2025 to both feel part of the same denim wave.

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INTERNET REACTION: What People Are Saying

If Gap wanted conversation, they got it. The “Better in Denim” drop with KATSEYE has the internet doing what it does best: meme-ing, debating, and declaring a new “it” moment in pop culture.

Hype and Nostalgia

Fans call it “the best denim ad in years” — with TikTok edits of the “Milkshake” choreography racking up views overnight. The low-rise Long & Leans and denim bralettes are being hailed as a love letter to Gap’s 2000s heyday, but with a global, Gen Z twist. Comments like “This is how you sell jeans” and “KATSEYE ate that whole campaign” dominate the timeline.

The Subtweets and Comparisons

Inevitably, the campaign is being measured against American Eagle’s infamous Sydney Sweeney “Great Jeans” ad. Where AE fumbled the cultural moment, Gap is being praised for diversity and intention. One viral tweet summed it up: “Gap said good jeans come in all colors — point made.” The internet is treating the drop less like an ad and more like a cultural clapback.

Critiques and Caveats

Not all reactions are glowing. Some argue that Gap leaned more on KATSEYE’s modeling chops than their music, blurring the group’s artistic identity. Others side-eyed the styling choices for younger member Yoonchae. But these critiques remain fringe compared to the broader wave of excitement.

Marketing Win

From Times Square billboards to IG reels, Gap’s media blitz is working. Beyond selling jeans, the collab has boosted KATSEYE’s global profile — right on time for their Beautiful Chaos tour this fall. For Gap, it’s a signal flare: the brand isn’t just back in the denim conversation, it’s steering it.