Gap’s New Denim Ad Featuring Katseye Breaks the Internet
Gap’s latest advertising campaign, “Better in Denim,” featuring the emerging girl group Katseye, has become the brand’s most viral effort to date. Launched earlier this week, the ad showcases the group dancing to Kelis’ early 2000s hit “Milkshake” while wearing pieces from Gap’s new denim collection. The styling includes a pleated mini skirt, a collarless jacket, and Long & Lean jeans reimagined with a low-rise, Y2K-inspired waistband.
The campaign has achieved record-breaking engagement across multiple platforms, including TikTok, Instagram, and YouTube. Within days of its release, it became the most-liked video and post on Gap’s social media channels. According to Launchmetrics, a brand performance platform, the campaign’s earned media value (EMV) reached an impressive $1.7 million—surpassing the $1.1 million generated by the brand’s previous hit campaign, “Feels Like Gap,” featuring Parker Posey.
Why the Campaign Resonated with Audiences
Gap’s decision to pair Katseye—whose members hail from the Philippines, South Korea, Switzerland, and the United States—with a nostalgic Millennial anthem proved to be a winning strategy. By combining a Gen-Z favorite girl group with a beloved pop track, the campaign struck a chord with audiences across generational lines. The uplifting energy and positive messaging of the ad made it stand out in a digital space often dominated by controversy and negativity.
Fabiola Torres, Gap’s global chief marketing officer, attributed the campaign’s success to its emotional resonance. “The moment you put easy, uplifting content in the world, people gravitate,” she said. “There’s so much noise out there that it’s about being culturally relevant. But you cannot say I want to be culturally relevant if the consumer doesn’t vote for you.”
Social Media Buzz and Cultural Impact
The response on social media has been overwhelmingly positive. Numerous fans have recreated the dance on TikTok, and a New York City dance studio has even launched a class dedicated to teaching the choreography. One Reddit user summed up the campaign’s influence by saying, “I haven’t considered purchasing anything from the Gap in years, but this ad did work on me.”
Beyond digital channels, Gap has expanded the campaign’s reach through other media. A prominent billboard in Times Square features the ad, and additional placements have appeared on YouTube, in retail stores, and across out-of-home advertising spaces such as subway stations and bus shelters.
Contrast with American Eagle’s Controversial Campaign
The success of Gap’s campaign is especially notable in light of the backlash faced by a recent American Eagle ad featuring actress Sydney Sweeney. While initially gaining attention, Sweeney’s campaign was criticized for its perceived racial insensitivity and became a lightning rod for political debate—even drawing commentary from former President Donald Trump.
In contrast, Gap’s casting of Katseye has been celebrated for its diversity and freshness. While the group has previously appeared in campaigns for Coach and Fendi, this marks their first major brand spotlight. Many online have praised Gap for highlighting a multicultural group that feels authentic and relevant. One Instagram commenter quipped, “Katseye have good genes,” subtly referencing the pun in the American Eagle ad.
Strategic Marketing and Future Plans
Gap’s recent marketing moves are part of a broader strategy to reestablish the brand’s cultural relevance. Since CEO Richard Dickson’s appointment in July 2023, the company has launched an upscale sub-brand, GapStudio, and dressed celebrities like Anne Hathaway and Demi Moore for high-profile events. These efforts aim to modernize the brand’s image and connect with younger consumers.
Torres, who joined Gap in May 2024, emphasized that the company’s recent success is no accident. “It’s not a one-stop thing for us,” she said. “We’ve always been supporting talent at the right moment in their career, at least we’ve been trying, and it’s always important for us to continue doing that as we discover new talent.”
Gap also has a long history of integrating music and dance into its marketing. From Madonna to SZA, the brand has featured musical icons in its ads. In 2023, it released dance-centric campaigns with artists like Tyla and Troye Sivan. Katseye continues this legacy while bringing a fresh and contemporary energy that aligns with Gap’s evolving brand identity.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.