Katseye’s viral denim drop with Gap hits all the right notes
Gap’s “Better in Denim” campaign leans on Katseye’s global reach and Gen Z fandom
Gap is tapping into Gen Z's music-driven style language with a new campaign fronted by Katseye, the pop girl group known for their bold personalities and global fanbase. Called “Better in Denim,” the Fall 2025 campaign doesn’t just sell jeans. It celebrates individuality, confidence, and cultural fluency, soundtracked to a Y2K anthem.
Fresh off their chart-topping EP Beautiful Chaos, Katseye brings momentum and mass appeal to the Gap rollout. The campaign pairs each member’s distinct persona with a denim fit that suits their vibe, turning fashion into a vehicle for self-expression. It's part throwback, part trend-forward, and built for social virality.
This article explores how Gap leveraged Katseye’s rising star power, why the campaign struck a chord online, and what marketers can learn from the denim-meets-dance collab.
Short on time?
Here’s a table of contents for quick access:
- What happened in the Katseye x Gap collab
- Why the denim campaign is going viral
- What marketers should know from Gap’s strategy
Patrecia Meliana
What happened in the Katseye x Gap collab
Gap officially launched the “Better in Denim” campaign on August 20, 2025, with Katseye front and center. The group is made up of Daniela Avanzini, Lara Raj, Meret Manon Bannerman, Megan Skiendiel, Sophia Laforteza, and Yoonchae Jeung. Each of them models Gap’s denim classics while voicing what fashion means to them.
Manon sums it up simply: “Denim is something you can always rely on. It’s never going to let you down.”
The campaign debuted with a slick video that has already reached over 1 million views on YouTube. But the real action is happening on Instagram, where Gap dropped a series of four reels crafted around Katseye’s fandom and viral instincts.
- Teaser reel: Each Katseye member flaunts their unique denim style.
- Dance reel: The group grooves to Kelis’s Milkshake in full Gap gear. It has racked up 19.9 million views and drawn positive reactions from both fans and new audiences.
- Member intro reel: A sit-down with the group where they talk about denim and self-expression. Viewer comments call it “amazing & unreal.”
- Megan’s reel: A viral nod to Megan’s signature “Candace dance” move, now performed in Gap denim.
- Making-of reel: Featuring the choreographer and 30 dancers, it highlights the campaign’s message: “a celebration of differences”
- POV and fit check vlog: A candid, camera-facing reel of Katseye showing off their looks and chemistry
- “To the yard” reel: A chaotic fish-eye collage of outdoor dancing and styled chaos
Together, the content delivers more than just a fashion message. It turns Katseye’s viral energy into a brand moment.
Why the denim campaign is going viral
Gap’s approach shows a clear understanding of what makes content resonate with Gen Z.
The campaign plays into a potent mix:
- Global appeal: Katseye’s members come from diverse cultural backgrounds, helping Gap build international relevance without pandering.
- Dance and nostalgia: Syncing Milkshake with Katseye’s choreography blends Y2K nostalgia with modern movement.
- Fan integration: The campaign gives winks to Katseye lore, like Megan’s viral dance, that fans instantly recognize and reward with engagement.
The timing adds even more traction. American Eagle recently faced denim ad backlash, and Beyoncé’s successful Levi’s campaign renewed interest in denim’s cultural storytelling. Gap saw the gap and stepped in.
What marketers should know
This campaign shows how legacy brands can speak to new audiences without losing their identity. Here are the takeaways:
1. Serve the fandom, not just the algorithm
Gap did its homework. From styling to choreography to dance memes, every move connects to what Katseye’s fans already love.
2. Choose ambassadors who bring cultural equity
Katseye isn’t just popular. They represent something deeper for Gen Z—global identity, ambition, and unapologetic self-expression. Gap is borrowing that shine.
3. Design mobile-first, not billboard-first
Gap’s campaign wasn’t adapted to Instagram. It was made for it. That distinction matters when you want millions of shares instead of just impressions.
4. Mix nostalgia with something new
Milkshake speaks to older fans while Katseye brings fresh energy. That combo gives the campaign intergenerational reach without feeling forced.
Gap’s denim push with Katseye hits on all the key elements of a modern brand campaign. It’s platform-native, personality-driven, and rooted in fan understanding.
For marketers, it’s a reminder that meaningful influence isn’t about megawatt celebrities. It’s about cultural timing, emotional hooks, and giving audiences something to talk about—and share.
