Mumbai: Gap has launched its Fall 2025 campaign, “Better in Denim,” featuring global girl group KATSEYE. The campaign spotlights the revival of low-rise denim and the return of the brand’s iconic Long & Lean jean, highlighting Gap’s enduring legacy of uniting generations through music, dance, and self-expression.
Set to the early-2000s anthem “Milkshake” by Kelis, the film is choreographed by Robbie Blue, directed by Bethany Vargas, and shot by Bjorn Iooss. It captures denim in motion — as a symbol of individuality, togetherness, and cultural diversity.
With over 22 million followers and a fast-growing global fan base, KATSEYE brings its bold, multicultural energy to the campaign, styled head-to-toe in denim that reflects each member’s personal identity.
“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 campaign draws on metaphorical choreography, where dancers join in layers, forming a circular formation to symbolize community and unity.
“Choreographing this campaign was a dream. Movement is my medium, and with a cast like KATSEYE and a track like ‘Milkshake,’ I had the space to blend styles that wouldn’t normally sit next to each other — Fosse technique, ballet, hip-hop, and jazz funk,” said Robbie Blue. “It became a dance through decades, just like denim. The clothes moved with the choreography, never against it and that freedom of movement allowed me and the dancers to tap into something bigger.”
Gap’s Long & Lean jeans — a customer favorite from the early 2000s — make a comeback with a modernized fit, including a reengineered waistband, improved comfort, and 10 new washes. The brand also continues to offer a full denim range across low, mid, and high rise fits, designed for movement and personal style.
The campaign will appear globally across Gap’s digital, social, in-store, email, and influencer platforms, with a Times Square billboard debut, while KATSEYE continues their “Beautiful Chaos Tour” this Fall, further amplifying the collaboration.
