Why Gap’s “Better in Denim” Campaign with Katseye Is a Masterclass in Modern Marketing

In a world where denim ads often feel like a recycled loop of clichés, GAP has just redefined the genre.

Enter Katseye, the global girl group that’s not just singing but dancing their way into cultural relevance.

Their collaboration with Gap for the Fall 2025 campaign, titled “Better in Denim”, is more than just an advertisement, it’s a cultural reset!

The power of music and movement

Set to Kelis’ iconic track “Milkshake,” the 90-second commercial is a visual and auditory celebration of denim.

Choreographed by Robbie Blue, the ad features a fusion of dance styles, from jazz funk to ballet, showcasing the versatility of denim through movement.

The dancers’ fluidity mirrors the flexibility of the fabric, emphasizing that Gap’s denim isn’t just worn; it’s lived in.

Diversity and Inclusion at its core

Better In Denim Campaign

Katseye isn’t just a girl group; they’re a global phenomenon. With members from the U.S., Switzerland, South Korea, and the Philippines, the group embodies cultural diversity.

This inclusivity is reflected in the campaign, where each member’s individuality shines, promoting a message of unity through diversity. As they aptly put it, “Powerful on your own. Even better together.”

Why it outshines American Eagle’s Recent Effort

While American Eagle’s recent campaign featuring Sydney Sweeney garnered attention, it also faced criticism for its controversial tagline.

In contrast, Gap’s approach with Katseye is a breath of fresh air: celebratory, inclusive, and culturally resonant.

The ad doesn’t just sell denim; it tells a story of unity, self-expression, and confidence.

Lessons for Brands

Celebrate Diversity: Representation matters. Showcasing a diverse group fosters a deeper connection with audiences.

Integrate Music and Movement: Music and dance are universal languages that can elevate a brand’s message.

Be Authentic: Authenticity resonates. Aligning brand values with campaign messaging builds trust.

At the end

Gap’s “Better in Denim” campaign with Katseye is a testament to the power of thoughtful, inclusive, and culturally aware marketing.

It’s a blueprint for brands aiming to make a genuine impact in today’s dynamic landscape.