KATSEYE shines in Gap’s popular “Better in Denim” campaign [VIDEO]

By    |  
Aug 22, 2025

The Global Girl Group Brings Y2K Nostalgia and Inclusivity to Gap’s Biggest Viral Moment Yet

In a bold move that has taken social media by storm, Gap unveiled its Fall 2025 “Better in Denim” campaign featuring the global girl group KATSEYE. Launched earlier this week (August 19), the campaign showcases the six-member group that consists of Daniela Avanzini, Lara Raj, Manon Bannerman, Megan Skiendiel, Sophia Laforteza, and Yoonchae Jeung. The young ladies are dancing to Kelis’ iconic 2003 hit “Milkshake.”

With over 24 million views on Instagram and 2.2 million likes on TikTok within days of its release, the ad has become Gap’s most viral campaign to date. Thus, redefining the brand’s denim legacy with a nod to Y2K nostalgia and a celebration of diversity.

Who Are KATSEYE?

KATSEYE is a six-member global girl group formed in 2023 through the reality competition series The Debut: Dream Academy, a collaboration between HYBE Corporation and Geffen Records. The group, pronounced “cat’s eye” and stylized in all caps, draws its name from the chrysoberyl gemstone. Specifically, the cymophane variety, known for its shifting, iridescent colors. This reflects the group’s diverse backgrounds, with members hailing from the Philippines, South Korea, Switzerland, and the United States. The lineup includes:

  • Sophia Laforteza: The Filipina-American leader, known for her vocal prowess and prior appearance on Family Feud Philippines.
  • Manon Bannerman: A Swiss member with a flair for songwriting and a background in photography modeling.
  • Daniela Avanzini: A Latina member who embraces low-rise denim as a personal style staple.
  • Lara Raj: The Indian-American member who suggested the group’s stylized name, KATSEYE.
  • Megan Skiendiel: An American member who values comfort and confidence in her fashion choices.
  • Yoonchae Jeung: A South Korean member with fond memories of Gap’s iconic hoodies from her childhood.

Managed by HYBE and Geffen Records, KATSEYE blends K-pop’s polished choreography with Western pop sensibilities. Therefore, earning them the title of a “global girl group.” Their debut EP, SIS (Soft Is Strong), was released in August 2024. After that, their second EP, Beautiful Chaos was released in June of this year. Both projects have solidified their rising status. As a result, singles like “Touch” and “Gnarly” are charting on the Billboard Hot 100.

The “Better in Denim” Campaign: A Y2K Revival

Gap’s “Better in Denim” campaign taps into the Y2K aesthetic that has captivated Gen Z. Therefore, reintroducing the brand’s iconic Long & Lean jeans and low-rise denim styles. The video is directed by Bethany Vargas and choreographed by Robbie Blue. Also, Blue has worked with artists like Doechii and Tinashe. So, the 90-second commercial features KATSEYE and a diverse ensemble of dancers moving to “Milkshake.” The choreography blends jazz funk, hip-hop, and K-pop-inspired moves. Thus, creating a high-energy visual that celebrates individuality and self-expression.

The campaign’s aesthetic is a love letter to the early 2000s, with KATSEYE members styled in nostalgic denim looks:

  • Sophia: A pleated denim skirt paired with a cropped jean jacket and equestrian-inspired riding boots.
  • Manon: A denim bralette and baggy men’s jeans, channeling Aaliyah’s ‘90s vibe.
  • Daniela: A stretchy SecondSkin Bodysuit, praised for its flexibility during dance.
  • Lara: A denim bralette styled like a corset, adding a bold edge.
  • Megan: A Crop Shell Tank Top and men’s baggy jeans for a confident, relaxed look.
  • Yoonchae: A custom denim top and fitted Denim Racing Jacket tailored to her frame.

The ad’s minimalist white backdrop is reminiscent of early 2010s Apple commercials. So, it keeps the focus on the denim and the dancers’ movements. As more dancers join KATSEYE in a circular formation, the visual symbolizes community and togetherness, aligning with Gap’s long-standing theme of self-expression through fashion.

Why the Campaign Went Viral

The “Better in Denim” campaign has resonated with audiences for several reasons:

  1. Cultural Relevance: KATSEYE’s diverse backgrounds—representing Filipino, South Korean, Swiss, Indian, Latina, and Black identities—have been praised for their inclusivity, especially in contrast to recent controversies surrounding American Eagle’s Sydney Sweeney campaign, which faced backlash for perceived tone-deaf messaging. Social media users on X lauded Gap’s ad as an “antithesis” to Sweeney’s, highlighting its focus on diversity and individuality.
  2. Nostalgia Meets Modernity: The use of Kelis’ “Milkshake” paired with Y2K-inspired denim taps into Gen Z’s love for early 2000s aesthetics while appealing to Millennials who grew up with the song. The campaign’s modern choreography and digital-native approach make it fresh and accessible.
  3. Social Media Amplification: With over 22 million followers across platforms, KATSEYE’s fanbase, known as EYEKONS, has driven engagement. Fans on TikTok have recreated the ad’s choreography, boosting its reach. Posts on X describe the ad as “pretty” and “fabulous,” with fans appreciating the group’s authentic energy.
  4. Brand Alignment: Gap’s history of dance-driven campaigns, featuring stars like Troye Sivan and Tyla, aligns seamlessly with KATSEYE’s performance-driven identity. The campaign feels like a natural extension of Gap’s legacy, as noted by chief marketing officer Fabiola Torres, who emphasized the group’s role as “digital-native creators and emerging style leaders.”

Standout Features of the Campaign

• Limited-Edition Merchandise: To celebrate the collaboration, Gap released a KATSEYE logo hoodie today (August 22). It featues colors inspired by the group’s Beautiful Chaos EP. Each hoodie reflects the members’ personal styles, with pre-orders selling out quickly, as noted on Reddit.

• Retail and Digital Reach: The campaign extends beyond social media, with placements in Gap stores, a Times Square billboard, and out-of-home ads in subways and bus shelters. This multi-channel approach ensures maximum visibility.

• Inclusivity in Action: KATSEYE’s statement, “Gap didn’t ask us to fit in—they invited us to show up as we are,” underscores the campaign’s emphasis on individuality. Each member’s unique style shines, from Yoonchae’s sporty jacket to Daniela’s bold bodysuit, making the ad a celebration of diverse identities.

KATSEYE’s Fashion Influence

KATSEYE’s involvement in the Gap campaign is part of their growing influence in the fashion world. Since debuting in 2024, the group has collaborated with brands like Fendi, Coach, Pandora, Lush, and Jollibee, leveraging their diverse backgrounds and Y2K-inspired style. Creative director Humberto Leon has played a key role in shaping their image. Therefore, drawing from their multicultural identities to create a unique aesthetic.

In a Teen Vogue cover story, Sophia emphasized the group’s commitment to authenticity: “What resonated with people so much about our visuals is how much we choose to enhance it and stay true to ourselves.” This authenticity is evident in the Gap campaign. That’s where each member’s outfit reflects their personality while showcasing denim’s versatility.

The Broader Context: Gap’s Resurgence

Gap’s collaboration with KATSEYE comes at a pivotal moment for the brand, which has been working to regain cultural relevance under creative lead Zac Posen. The “Better in Denim” campaign builds on recent successes, including ads with Troye Sivan and Tyla. So, it aligns with Gap’s strategy to blend nostalgia with modern appeal. Despite challenges like declining U.S. apparel spending and potential tariff costs of $100–150 million, Gap’s focus on authenticity and inclusivity has struck a chord with consumers.

The campaign’s timing also capitalizes on the backlash to American Eagle’s Sydney Sweeney ad, which was criticized for its “good jeans/genes” wordplay. Social media users on X and Reddit praised Gap’s inclusive approach, with one commenter noting, “Gap saw American Eagle’s Sydney campaign and was like, ‘That’s all you got? Alright, MY TURN!’”

What’s Next for KATSEYE?

Fresh off their Lollapalooza performance, which Manon described as “the best day of our lives,” KATSEYE is gearing up for their The Beautiful Chaos Tour, starting November 15, 2025, in Minneapolis. The tour will hit major cities like Toronto, New York, Los Angeles, and Mexico City. Therefore, promising high-energy performances that mirror the dynamism of the Gap ad.

The group’s music continues to gain traction, with Beautiful Chaos debuting at #4 on the Billboard 200 and “Gnarly” reaching #92 on the Billboard Hot 100. Their ability to blend K-pop choreography with global pop appeal has made them a standout act, and their fashion collaborations are amplifying their cultural impact.

Why This Matters

Gap’s “Better in Denim” campaign, starring KATSEYE, is more than a commercial—it’s a cultural moment. By embracing diversity, nostalgia, and authentic self-expression, the ad resonates with Gen Z and Millennials alike. Its viral success underscores the power of inclusive marketing and the enduring appeal of denim as a canvas for individuality. As KATSEYE continues to rise in music and fashion, and Gap solidifies its comeback, this collaboration marks a defining chapter in both their stories.

For fans eager to shop the looks, Gap’s website offers the featured denim styles, from the Long & Lean jeans to the Micro Mini Pleat Skirt. The limited-edition KATSEYE hoodie, available for pre-order starting today, is a must-have for EYEKONS and fashion enthusiasts alike.