Gap Unveils ‘Better in Denim’ Fall Campaign Featuring Katseye and ‘Milkshake’
Gap Inc. Launches Nostalgic Campaign with Girl Group Katseye
Gap has officially launched its fall 2025 campaign, dubbed “Better in Denim,” showcasing a vibrant blend of early aughts fashion and hit pop culture. The campaign features a high-energy 90-second video set to the iconic song “Milkshake” by Kelis, performed by the popular girl group Katseye, which boasts over 22 million followers across social platforms.
Campaign Highlights
- Musical Collaboration: The campaign’s centerpiece is a lively dance performance choreographed by Robbie Blue, highlighting the return of low-rise jeans and other nostalgic styles.
- Limited-Edition Merchandise: The partnership includes a special logo hoodie featuring Katseye’s branding, poised to attract both Gap fans and followers of the group.
Expanding Reach and Visibility
Gap aims to reach its audience through various channels, including digital platforms, social media, in-store promotions, and influencer partnerships. The campaign kicked off with attention-grabbing billboards in Times Square, New York, and will be promoted globally.
Emphasis on Self-Expression
The “Better in Denim” campaign is not just about fashion; it emphasizes the concept of self-expression through denim. CMO Fabiola Torres stated, “This campaign was built to spark conversation and show how a pair of jeans can be a canvas for personal style.” The aesthetic features dancers in diverse layers, symbolizing community and individuality.
Facing Economic Challenges
As Gap embraces the nostalgic trend, it also faces economic headwinds. Reports indicate that the company could incur tariff-related costs of up to $300 million, impacting its growth potential. Despite these challenges, Gap has reported a year-over-year net sales increase of 2.2%, with the Gap brand specifically seeing a 5% rise in sales.
Feel the rhythm of the early 2000s and discover the campaign’s full offerings, including modernized versions of the popular Long & Lean jeans, the Denim Crop Shell Tank Top, and the Micro Mini Pleat Skirt.
For more details, the full video and additional commentary from Gap’s CMO can be found in the social media embeds below.
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