Y2K-Inspired Denim Campaigns

Gap Debuts ‘Better in Denim’ with KATSEYE for Fall 2025

Gap has launched its global Fall 2025 campaign, 'Better in Denim,' in collaboration with the international girl group KATSEYE. The initiative reimagines early-2000s style codes while reinforcing the brand’s reputation for denim as both a cultural staple and a versatile wardrobe essential. By aligning with a visibly rising music group, Gap positions itself to engage younger consumers while simultaneously building international recognition.

At the center of the campaign is a 90-second film set to Kelis’ Milkshake, choreographed by Robbie Blue. The performance "highlights Gap’s low-rise denim, emphasizing movement, energy, and comfort." Through its blend of nostalgia and contemporary choreography, the campaign frames denim as both trend-forward comfort and a medium for personal expression.

The rollout "spans digital channels, social platforms, in-store activations, and influencer collaborations." In addition to this, Gap and KATSEYE co-designed a limited-edition hoodie featuring the group’s name within the brand’s arch logo, further bridging pop culture with fashion heritage.

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