Better in Denim

Gap unveils “Better in Denim,” its Fall 2025 campaign starring global girl group KATSEYE. Set to the iconic early-2000s anthem “Milkshake” by Kelis, the campaign reintroduces low rise denim into the cultural conversation through a genre-blending dance choreographed by Robbie Blue. Directed by Bethany Vargas and shot by Bjorn Iooss, the campaign captures the spirit of individuality — championing denim as a canvas for self-expression, unity, and style that transcends generations.

With over 22 million followers, a growing global fandom, and Billboard-charting singles, KATSEYE is one of the most buzzed-about new acts in music. The six-member group blends individuality, cultural diversity, and pop innovation—styled head-to-toe in denim, including a reimagined Long & Lean jean designed to reflect their personal identities. Their multicultural point of view, combined with bold self-expression, has earned them a powerful voice within global youth culture. That same energy and authenticity bring new meaning to Gap’s roots in music, movement, and style.

“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, Gap brand. “Partnering with KATSEYE was a natural fit, we share a bold, expressive and inclusive point of view. ‘Better in Denim’ is the best expression of who the brand is today — fresh, relevant, original, and undeniably Gap.”

“Gap didn’t ask us to fit in — they invited us to show up as we are,” said KATSEYE.
“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 dancers move in layers, with more performers joining throughout the video — a powerful metaphor for people from all walks of life coming together. Their circular formation symbolizes togetherness and community, brought to life on a custom-built Los Angeles set designed to evoke a “circle of love.” Each frame showcases denim in motion, building on Gap’s legacy of movement, music, and style. The cast moves freely and confidently, showing how Gap’s denim is designed not just to be worn, but lived in. The result is a high-energy journey through style and self-expression — led by a new generation made to inspire everyone watching to make denim their own.