Gap launches Katseye-led fall denim campaign

Gap is revving up its marketing engine for fall 2025 with a renewed emphasis on nostalgia blended with a modern, global sensibility. The retailer’s Better in Denim campaign centers on Katseye, a six-member girl group whose members come from the Philippines, South Korea, Switzerland, and the United States, and who collectively command more than 22 million followers. The centerpiece is a 90-second spot set to Kelis’s Milkshake, featuring Katseye in head-to-toe denim as dancers from diverse backgrounds join in layers and a circular formation that symbolizes community. The campaign, directed by Bethany Vargas and photographed by Bjorn Iooss, launches August 19 and will roll out across Gap’s global owned and earned media platforms, including a Times Square billboard, digital channels, social, email, in-store experiences, and influencer partnerships. A limited-edition Katseye logo hoodie will be available for preorder starting August 22, tied to the fall push ahead of Katseye’s Beautiful Chaos tour beginning in November.

The production is designed to reinforce Gap’s evolving brand narrative, which pairs high-energy dance and music with denim staples that nod to early-2000s style. The...