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Dive Brief:
Gap on Tuesday launched a global fall 2025 campaign starring global girl group Katseye, according to details shared with sister publication Marketing Dive.
“Better in Denim” includes a 90-second spot set to “Milkshake” by Kelis that spotlights the retailer’s low-rise denim with a dance number choreographed by Robbie Blue. The campaign will span digital, social, in-store, influencer partnerships and more.
Gap and Katseye also created a limited-edition logo hoodie featuring the group’s name in the brand’s arch design. The effort comes as import levies threaten parent Gap Inc.’s growth, with the company bracing for as much as $300 million in tariff-related costs.
Dive Insight:
Gap is channeling the early aughts for “Better in Denim,” its fall campaign that spotlights nostalgic styles like low-rise jeans and mini skirts. To highlight the fashions, the retailer sought a pop-culture tie-in with Katseye, a six-member girl group that has amassed over 22 million followers, per release details. The musical group, which is slated to tour this fall, has also been linked to other retailers, including Urban Outfitters for its back-to-school marketing program.
Key to Gap’s campaign is a spot that features Katseye in head-to-toe denim alongside a cast of dancers moving through genre-blending choreography to the tune of 2000s anthem “Milkshake.” Dancers are seen moving in layers, with more joining throughout the spot in a metaphor for togetherness, while a circular formation is meant to symbolize community. The cast dances freely throughout the spot, a choice intended to promote self-expression, a longtime theme within Gap’s marketing. The spot was directed by Bethany Vargas and shot by Bjorn Iooss.
“This campaign was built to spark conversation and show how a pair of jeans can be a canvas for personal style,” said Gap Chief Marketing Officer Fabiola Torres, in press details. “We’re continuing to lead with a social-first strategy that meets our community where they are and makes space for them to make Gap the brand own.”
Gap often links itself to pop culture through advertising. For its spring campaign, “Feels like Gap,” the retailer teamed with actress Parker Posey to highlight ‘90s fashion. Last fall, the brand linked with pop artist Troye Sivan to focus on a seasonal collection of loose-fit denim.
“Better in Denim” launches with a billboard in New York Times Square and will appear across Gap’s owned and earned media channels globally spanning digital, social, email, in-store and influencer partnerships. The retailer also teamed with Katseye for a limited-edition logo hoodie available for pre-order Aug. 22.
Styles highlighted in Gap’s campaign include its Long & Lean jeans, a popular 2000s item reintroduced with a modernized fit, the Denim Crop Shell Tank Top and Micro Mini Pleat Skirt, among others. Denim has been in full focus for retailers of late, including Pacsun and True Religion. The focus on self-expression for Gap’s campaign follows similarly themed ads from retailers Abercrombie and Old Navy, well-timed plays that could help the brands gain positive sentiment amid ongoing backlash to fellow denim retailer American Eagle’s controversial tie-up with Sydney Sweeney.
The latest move from Gap comes as its parent warns of potential tariff-related challenges that could slow its business momentum, including the addition of $250 million to $300 million to the company’s gross incremental cost this year. Gap Inc., which also owns Banana Republic and Athleta, saw net sales increase 2.2% year over year to $3.5 billion. The namesake Gap brand saw net sales rise 5% to $724 million.