Gap builds on its legacy of dance-driven campaigns with “Better in Denim,” a new fall campaign starring rising global girl group Katseye.
At the heart of “Better in Denim” is the idea of denim as a blank canvas for self-expression—celebrating individuality and the freedom to move.
The campaign features all six members of Katseye, styled in head-to-toe denim, dancing with energy and confidence to Kelis’s early-2000s hit “Milkshake.” Every frame captures denim in motion.
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Robbie Blue choreographed the dance. The campaign was directed by Bethany Vargas and shot by Bjorn Looss.
As of Friday, the commercial has over 24 million views on Gap’s Instagram account and 2.2 million likes on TikTok, where many fans replicating the dance.
Central to the campaign is the return of Gap’s beloved Long & Lean jeans, a fan-favorite fit from the early 2000s, reimagined for today.
The updated collection offers low, mid, and high-rise styles with a variety of silhouettes, from skinny to baggy. Key design upgrades include a reengineered waistband, enhanced comfort, and a selection of 10 seasonal washes. Other trendy pieces for fall are showcased in the campaign, including a new denim racing jacket, a crop shell tank top, pleated miniskirts, organic cotton bralettes, tees and more.
Dance has been an important storyline in Gap campaigns since the ’90s. Recent campaigns with Troye Sivan, Parker Posey and Tyla have revived the theme.
Partnering with Katseye was a natural evolution for Gap, according to Mark Breitbard, president and CEO, Gap brand. Known for breakout hits like “Gabriela” and “Gnarly,” the Los Angeles-based group brings a bold, multicultural perspective and unapologetic self-expression that resonates deeply with a global, youth-driven audience.
“‘Better in Denim’ is the best expression of who the brand is today—fresh, relevant, original, and undeniably Gap,” he said.
To mark the collaboration, Gap will release a limited-edition Katseye logo hoodie featuring the group’s name in Gap’s iconic arch. Each hoodie features colors hand-selected by the artists to reflect their personal style and upcoming album, “Beautiful Chao.” Katseye will kick off the “The Beautiful Chaos Tour” in November. The hoodie is available for pre-order starting Aug. 22.
