[Photo Credit to Pexels]

On Aug 19, 2025, Gap unveiled its fall 2025 denim campaign, “Better in Denim” featuring the global girl group “Katseye” and positioning itself  as a leader in inclusive branding within  America’s denim market. 

The campaign integrates nostalgia and contemporary styling, leveraging the group’s multicultural identity to connect with younger customers. 

The advertisement showcases KATSEYE performing choreography to Keli’s early 2000s hit “Milkshake,” a track chosen for its cultural familiarity and playful tone. 

Style with Y2K inspired aesthetics, the video highlights Gap’s updated denim collections, including the revival of the once popular Long & Lean jeans alongside new, low, mid and high-rise fits. 

Directed by Bethnay Vargas and choreographed by Robbie Blue, the production features more than 30 dancers arranged in circular formations, a motif symbolizing unity and self-expression. 

KATSEYE’s involvement adds an additional layer of cultural resonance. 

The six-member group hails from diverse regions across Asia, Europe, and North America, embodying the global orientation Gap aims to emphasize. 

Their fashion choices, which is already embraced by Gen Z for Y2K nostalgia, align with Gap’s heritage of blending music, movement and style. 

By focusing on inclusivity, the campaign reframes denim as a medium for collective identity and creativity rather than merely apparel.

The campaign quickly generated momentum online, becoming one of Gap’s most widely viewed advertisements in recent years.

Within days, it surpassed 20 million views across social platforms, sparking discourse  about both the revival of Y2K denim aesthetics and the importance of diversity in fashion marketing. 

Analysts noted that Gap’s strategy effectively balanced brand heritage with cultural relevance, helping the company reconnect with a generation that values both nostalgia and inclusivity.

The approach stands in sharp contrast to American Eagle’s “Great Jeans” campaign, launched in July 2025 and featuring actress Sundney Sweeney. 

The advertisement relied on  “great jeans/genes” pun which  critics argued carried uncomfortable undertones when paired with imagery highlighting Sweeney’s blonde hair and blue eyes. 

While American Eagle initially experienced a surge in media attention and short term stock gains, the campaign drew heavy criticism for being tone-deaf and as well as a lack of diversity. 

Reports indicated a decline in store traffic in the weeks following the backlash, with analysts questioning the long term benefits of controversy-driven marketing.

By comparison, Gap’s “Better in Denim" avoided controversy by embracing inclusivity and collective energy. 

The use of KATSEYE and the integration  of choreography and music underscored a message of unity that resonated with Gen Z audiences. 

Industry observers suggest this reflects a deliberate effort by Gap leadership to refresh the brand’s cultural relevance while maintaining alignment with its historic identity as a denim pioneer. 

In an increasingly competitive retail landscape, denim campaigns remain a defining arena for brand identity. 

Gap’s strategy demonstrates how inclusive imagery and cultural awareness can generate positive visibility without the risks associated with provocative or ambiguous messaging. 

As American Eagle navigates the fallout of its controversial advertisement, Gap’s “Better in Denim” illustrates how revisiting classic products with novel, diverse storytelling can strengthen both brand loyalty and market position.