Gap has unveiled its Fall 2025 global campaign, Better in Denim, a bold reimagining of its signature style anchored by music, dance, and cultural diversity. The star of the campaign is KATSEYE, the six-member global girl group whose Billboard-charting singles and 22 million followers have made them one of the most influential new acts in music.
Set to Kelis’s early-2000s anthem Milkshake, the campaign reintroduces the Long & Lean jean — a Y2K favourite updated with a modern fit — as the centerpiece of Gap’s denim revival. Choreographed by Robbie Blue and directed by Bethany Vargas, the film mixes ballet, jazz funk, hip-hop, and Fosse-inspired moves to create a high-energy dance sequence. Shot by Bjorn Iooss on a custom Los Angeles set designed as a “circle of love,” the campaign positions denim as both timeless and dynamic: not just worn, but lived in.
For Gap, Better in Denim is a return to its cultural roots. “Gap continues to build on its legacy of bridging generations by spotlighting global talent and celebrating self-expression through music, dance, and denim,” said Mark Breitbard, president and CEO of Gap brand. “Partnering with KATSEYE was a natural fit. We share a bold, expressive, and inclusive point of view.”
KATSEYE echoed that sentiment: “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.”
The campaign also ties into KATSEYE’s upcoming Beautiful Chaos album and tour. To mark the partnership, Gap will release a limited-edition KATSEYE hoodie ($79.99), designed with the group and featuring colors inspired by their upcoming record. Available for pre-order starting August 22, the hoodie celebrates both Gap’s heritage and KATSEYE’s growing cultural influence.
Better in Denim will roll out across Gap’s global platforms — from social and digital media to in-store activations, influencer partnerships, and even a Times Square billboard. For Gap, this campaign is more than fashion: it’s a statement about creativity, inclusivity, and the freedom to express identity through style.
