Gap has launched its Fall 2025 campaign, “Better in Denim,” featuring global girl group Katseye, as the brand reintroduces low-rise denim and revives its connection to music, movement, and style.
The campaign is set to Kelis’s early-2000s anthem “Milkshake” and centers on a genre-blending dance choreographed by Robbie Blue. Directed by Bethany Vargas and photographed by Bjorn Iooss, it showcases denim as a medium for individuality, unity, and self-expression.
Katseye, known for its Billboard-charting singles and a fan base of more than 22 million, is styled in Gap’s updated denim, including a modernized version of the Long & Lean jeans. The style, popular in the early 2000s, returns with a redesigned waistband, improved comfort, and 10 new seasonal washes.
The group’s multicultural identity and self-expression echo what Gap describes as its mission to “bridge generations.”
“Partnering with Katseye was a natural fit,” said Mark Breitbard, Gap brand president and CEO. “‘Better in Denim’ is the best expression of who the brand is today: fresh, relevant, original, and undeniably Gap.”
The campaign video opens with Katseye performing in denim before more dancers join, forming a circle meant to symbolize togetherness. The custom-built Los Angeles set, called a “circle of love” by Gap, underlines themes of community and connection.
“Katseye didn’t have to change who they are to fit into Gap,” Breitbard added. “They brought their culture, energy, and authenticity to every frame.”
Katseye, in a statement, said, “Gap didn’t ask us to fit in—they invited us to show up as we are. 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.”
Choreographer Robbie Blue described working on the campaign as “a dream,” noting the chance to combine ballet, hip-hop, jazz, funk and Fosse technique. “It became a dance through decades, just like denim. The clothes moved with the choreography, never against it, and that freedom of movement allowed us to tap into something bigger,” he said.
Alongside the Long & Lean, Gap’s Fall 2025 denim lineup includes low, mid and high-rise fits, with leg shapes ranging from skinny to baggy, all designed for comfort and versatility.
The “Better in Denim” campaign will roll out across Gap’s owned and earned media channels worldwide, including digital, social media, email, and in-store at locations such as Trinoma, SM Megamall, SM Mall of Asia, Shangri-La Plaza, Glorietta 4, Alabang Town Center, Ayala Malls Manila Bay, Abreeza, and Evia Lifestyle Center, as well as on gap.com.ph and through content creator partnerships.
Katseye will also embark on The Beautiful Chaos Tour this fall, carrying the campaign’s themes of authenticity and movement to live audiences.
