Gap taps Katseye for a high-energy fall comeback.
The gavel of pop culture has fallen once again on an era-defining trend: low rise jeans are back, and Gap is making sure they return with impact. For its Fall 2025 campaign, “Better in Denim,” the iconic American brand has tapped Katseye, the six-member global girl group currently rewriting the rules of pop stardom.
Set to Kelis’s early-2000s anthem “Milkshake,” the campaign reintroduces Gap’s denim classics through a kinetic performance choreographed by Robbie Blue, directed by Bethany Vargas, and captured by photographer Bjorn Iooss. The result is a high-energy dance through decades and styles — where denim is not just clothing but a canvas for identity, movement, and self-expression.
New era, familiar classic
At the heart of the campaign is Gap’s revival of the Long & Lean jean—a Y2K favorite reimagined for today’s generation. With a modernized fit, reengineered waistband, enhanced comfort, and ten new seasonal washes, the updated style blends nostalgia with innovation. Alongside it, low rise denim returns to the spotlight, reintroduced as a versatile statement piece ready to be lived in, moved in, and styled by anyone.
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The dancers move in layers, circling and building on one another — a metaphor for community, togetherness, and the way fashion connects across time. Every spin, leap, and sharp turn demonstrates denim’s power to move with the body rather than against it, echoing the campaign’s message that Gap is made not just to be worn, but to be lived in.
Katseye: Culture in motion
With over 22 million followers and charting singles under their belt, Katseye represents more than just the next big girl group — they are a movement in themselves. Each member brings a distinct personality, background, and style, and that individuality shines in Gap’s head-to-toe denim looks tailored to reflect who they are.
“Gap didn’t ask us to fit in — they invited us to show up as we are,” Katseye said of the collaboration. “The denim moved with us, and every look felt like our own. We got to perform as ourselves, bringing our style and culture to every frame. That’s what makes this moment so powerful.”
For Gap, the partnership was just as natural. “Gap continues to build on its legacy of bridging generations by spotlighting global talent and celebrating self-expression through music, dance, and denim,” said Mark Breitbard, President and CEO of Gap. “Partnering with Katseye was a natural fit. We share a bold, expressive, and inclusive point of view. ‘Better in Denim’ is the best expression of who the brand is today — fresh, relevant, original, and undeniably Gap.”
“Denim in Motion”
For choreographer Robbie Blue, the campaign was a rare opportunity to blend techniques and eras into one cohesive performance. “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—Fosse technique, ballet, hip-hop, jazz funk,” he said. “It became a dance through decades, just like denim.”
The set itself was designed as a “circle of love,” an inclusive space where more performers joined in with every beat, symbolizing unity and collective energy. It’s a visual metaphor that reflects Gap’s DNA: a brand rooted in culture, movement, and accessibility.
Gap’s Fall denim collection will be available in stores at Trinoma, SM Megamall, SM Mall of Asia, Shangri-La Plaza, Glorietta 4, Alabang Town Center, Ayala Malls Manila Bay, Abreeza, and Evia Lifestyle Center, and online.
